Method and apparatus for processing user&#39;s ratings and personal information

ABSTRACT

In an embodiment, a system server receives, from a plurality of advertiser devices, a plurality of advertisements, at least one corresponding personal information value, and a corresponding price. The system server also receives from users ratings of advertisements. The system server calculates, for each of a plurality of personal information types, a corresponding price.

This application is a continuation of U.S. patent application Ser. No.16/840,432, filed Apr. 5, 2020, the content of which is incorporated byreference herein in its entirety.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 depicts an embodiment of the invention in which a system servercommunicates with advertiser devices and message devices.

FIG. 2 depicts an example of an advertisement and corresponding personalinformation values and a price according to an embodiment.

FIG. 3 depicts an example set of personal information values andcorresponding prices willing to be paid for entering those personalinformation values.

DETAILED DESCRIPTION

The following sections I-X provide a guide to interpreting the presentapplication.

Terms

The term “product” means a machine, manufacture and/or composition ofmatter, unless expressly specified otherwise.

The term “process” means a process, algorithm, method or the like,unless expressly specified otherwise.

Each process (whether called a method, algorithm or otherwise)inherently includes one or more steps, and therefore all references to a“step” or “steps” of a process have an inherent antecedent basis in themere description of a process, or in the mere recitation of the term‘process’ or a like term. Accordingly, any reference in a claim to a‘step’ or ‘steps’ of a process has sufficient antecedent basis.

The term “invention” and the like mean “the one or more inventionsdisclosed in this application”, unless expressly specified otherwise.

The terms “an embodiment”, “embodiment”, “embodiments”, “theembodiment”, “the embodiments”, “one or more embodiments”, “someembodiments”, “certain embodiments”, “one embodiment”, “anotherembodiment” and the like mean “one or more (but not all) embodiments ofthe invention”, unless expressly specified otherwise. Two or moredescribed embodiments may or may not be mutually exclusive. The merefact that two embodiments are described, or that two embodiments aredescribed in proximity to each other or in conjunction with each other,does not imply that the two embodiments are mutually exclusive. Adescribed embodiment may or may not be strictly narrower than andencompassed by another described embodiment. The mere fact that twoembodiments are described, or that two embodiments are described inproximity to each other or in conjunction with each other, does notimply that one of the embodiments is strictly narrower than andencompassed by the other embodiment.

The term “variation” of an invention means an embodiment of theinvention, unless expressly specified otherwise.

A reference to “another embodiment” in describing an embodiment does notimply that the referenced embodiment is mutually exclusive with anotherembodiment (e.g., an embodiment described before the referencedembodiment), unless expressly specified otherwise. Similarly, the merefact that two (or more) embodiments are referenced does not imply thatthose embodiments are mutually exclusive.

One embodiment of the invention may cover or embrace more than one otherembodiment of the invention. For example, a first embodiment comprisingelements a, b, and c may cover a second embodiment that compriseselements a, b, c, and d as well as a third embodiment covering elementsa, b, c, and e. Similarly, each of the first, second, and thirdembodiments would cover a fourth embodiment comprising elements a, b, c,d, and e.

The terms “including”, “comprising” and variations thereof mean“including but not necessarily limited to”, unless expressly specifiedotherwise. Thus, for example, the sentence “the machine includes a redwidget and a blue widget” means the machine includes the red widget andthe blue widget, but may possibly include one or more other items aswell as another example, the sentence “Examples of machines include acomputer and a motor” means that one example of a machine is a computer,another example of a machine is a motor, and there may be other examples(e.g., things that are neither computers nor motors may nevertheless bea machine)

The term “consisting of” and variations thereof mean “including and alsolimited to”, unless expressly specified otherwise. Thus, for example,the sentence “the machine consists of a red widget and a blue widget”means the machine includes the red widget and the blue widget, but doesnot include anything else.

The term “compose” and variations thereof mean “to make up theconstituent parts of, component of or member of”, unless expresslyspecified otherwise. Thus, for example, the sentence “the red widget andthe blue widget compose a machine” means the machine includes the redwidget and the blue widget.

The term “exclusively compose” and variations thereof mean “to make upexclusively the constituent parts of, to be the only components of, orto be the only members of”, unless expressly specified otherwise. Thus,for example, the sentence “the red widget and the blue widgetexclusively compose a machine” means the machine consists of the redwidget and the blue widget (i.e. and nothing else).

The indefinite articles “a” and “an” and the definite article “the”refer to “one or more” of the noun modified by that article, unlessexpressly specified otherwise. Thus, for example, the phrase “a widget”means one or more widgets, unless expressly specified otherwise.Similarly, after reciting the phrase “a widget”, a subsequent recitationof the phrase “the widget” means “the one or more widgets”. Accordingly,it should be understood that the word “the” may also refer to a specificterm having antecedent basis. For example, if a paragraph mentions “aspecific single feature” and then refers to “the specific singlefeature,” then the word “the” should be understood to refer to thepreviously mentioned “a specific single feature.”

The term “plurality” means “two or more”, unless expressly specifiedotherwise.

A “set” of things (e.g., a set of widgets) may include one or more ofthose things (e.g., one or more widgets), which are members of the set.Whether the set includes a particular item as a member is synonymouswith whether a set includes the particular item.

A “subset” of things (e.g., a subset of widgets) may include one or moreof those things. A subset does not imply that there must be in thesubset fewer things than in some other set of things. A subset of aparticular set may include some or all of the members of the set.

A reference to a “plurality” (and like terms such as “at least one”,“one or more”, “set” and the like) has inherent antecedent basis for the“number” of things included in the plurality (or in the set, etc.). Forexample, in the phrase “receiving a plurality of commands”, there isinherent antecedent basis for “the number of commands” For example, inthe phrase “receiving a set of commands”, there is inherent antecedentbasis for “the number of commands.”

The term “herein” means “in the present application, including anythingwhich may be incorporated by reference”, unless expressly specifiedotherwise.

The phrase “at least one of” is equivalent to “one or more of”, and wheneither such phrase modifies a plurality of things (such as an enumeratedlist of things), such phrase means any combination of one or more ofthose things, unless expressly specified otherwise. For example, thephrase “at least one of a widget, a car and a wheel” means either (i) awidget, (ii) a car, (iii) a wheel, (iv) a widget and a car, (v) a widgetand a wheel, (vi) a car and a wheel, or (vii) a widget, a car and awheel. The phrase “at least one of”, when such phrase modifies aplurality of things does not mean “one of” each of the plurality ofthings. For example, the phrase “at least one of a widget, a car and awheel” does not mean “one widget, one car and one wheel”.

Numerical terms such as “one”, “two”, etc. when used as cardinal numbersto indicate quantity of something (e.g., one widget, two widgets), meanthe quantity indicated by that numerical term, but do not mean at leastthe quantity indicated by that numerical term. For example, the phrase“one widget” does not mean “at least one widget”, and therefore thephrase “one widget” does not cover, e.g., two widgets.

The phrase “based on” does not mean “based only on”, unless expresslyspecified otherwise. In other words, the phrase “based on” covers both“based only on” and “based at least on”. Therefore, the phrase “basedon” is equivalent to the phrase “based at least on” and is alsoequivalent to the phrase “based at least in part on”. For example, thephrase “element A is based on element B and element C” coversembodiments where element A is calculated as the product of B times C(in other words, A=B×C) and where A is calculated as the sum of B plus C(in other words, A=B+C).

The term “represent” and like terms are not exclusive, unless expresslyspecified otherwise. For example, the term “represents” does not mean“represents only”, unless expressly specified otherwise. For example,the phrase “the data represents a credit card number” covers both “thedata represents only a credit card number” and “the data represents acredit card number and the data also represents something else”.

The term “whereby” is used herein only to precede a clause or other setof words that express only the intended result, objective or consequenceof something that is explicitly recited before the term “whereby”. Thus,when the term “whereby” is used in a claim, the clause or other wordsthat the term “whereby” precedes do not establish specific furtherlimitations of the claim or otherwise restrict the meaning or scope ofthe claim.

The terms “e.g.”, “such as” and like terms mean “for example”, and thusdo not limit the term or phrase they explain. For example, in thesentence “the computer sends data (e.g., instructions, a data structure)over the Internet”, the term “e.g.” explains that “instructions” are anexample of “data” that the computer may send over the Internet, and alsoexplains that “a data structure” is an example of “data” that thecomputer may send over the Internet. However, both “instructions” and “adata structure” are merely examples of “data”, and other things besides“instructions” and “a data structure” can be “data”.

The term “time”, when used as a determined quantity, means any sort oftime (e.g., time of day, day of week, date, year) on which one or morethings are determined to occur.

The term “period of time” means any sort of duration (e.g., number ofseconds, number of minutes, other durations) of one or more things.

The term “good” generally refers to anything which may be provided inexchange for money or other value, and thus “good” includes services,rights and items, whether tangible or intangible.

The term “respective” and like terms mean “taken individually”. Thus iftwo or more things have “respective” characteristics, then each suchthing has its own characteristic, and these characteristics can bedifferent from each other but need not be. For example, the phrase “eachof two machines has a respective function” means that the first of thetwo machines has a function and the second of the two machines has afunction as well. The function of the first machine may or may not bethe same as the function of the second machine.

Similarly, in the phrase “for each of the plurality of widgets,determining a respective price of the widget, a reference to “thewidget” in that phrase means the “determining” step is applied to(performed for) each widget of the plurality of widgets. The phrase “therespective prices of the plurality of widgets” thus means the set whichincludes as members each respective price of the plurality of widgets.

The term “i.e.” and like terms mean “that is”, and thus limits the termor phrase it explains. For example, in the sentence “the computer sendsdata (i.e., instructions) over the Internet”, the term “i.e.” explainsthat “instructions” are the “data” that the computer sends over theInternet.

A numerical range includes integers and non-integers within the range,unless expressly specified otherwise. For example, the range “1 to 10”includes the integers from 1 to 10 (e.g., 1, 2, 3, 4, . . . 9, 10) andnon-integers (e.g., 1.1, 1.2, . . . 1.9). A range may be denoted asnon-inclusive explicitly, such as “the range of voltages from 2.5 voltsto 10.3 volts exclusive”, and such a range excludes 2.5 volts andexcludes 10.3 volts.

A range can be continuous or discrete. For example, the range “fromthree meters to five meters” is a continuous range. The range “integerranges from three meters to five meters” is a discrete range.

A range includes two ends, and each such end is, where the range isinclusive, a thing that is included in the range. Thus a rangeinherently has antecedent basis for the term “the ends”, and hasantecedent basis for the term “an end” and has antecedent basis for theterms “the first end” and “the second end”. Where the range is orderedor may be ordered (e.g., a range of integers that may be orderednumerically, a range of text that may be ordered alphabetically) therange includes ends that are distinguishable because of their respectiveordering. Thus a range that may be ordered has antecedent basis forterms that denote the place of the end in the ordering scheme (e.g., arange that can be numerically ordered has a “low end” and a “high end”).

When used to compare values (e.g., integers, fractions) which arecapable of being ordered with respect to each other, the phrase “notgreater than” is equivalent to “less than or equal to”. Similarly, thephrase “not less than” is equivalent to “greater than or equal to”.

In reference to a plurality of things (e.g., a plurality of widgets)superlatives, where a superlative may be applied to the plurality (e.g.,the largest widget of the plurality of widgets, the lowest price of theset of prices) and there is inherently antecedent basis for suchsuperlative.

For example, for a plurality of numbers, there is inherent antecedentbasis for the phrase “the greatest number of the plurality of numbers”,e.g., since numbers can be ordered from least to greatest and thus thegreatest number is readily and unambiguously ascertainable—the greatestnumber is that number of the plurality of numbers which is greater thanall other numbers of the plurality of numbers. Similarly, in anembodiment where there are two equal numbers, and both numbers aregreater than all other numbers in the plurality, then there are twogreatest numbers.

Where two or more terms or phrases are synonymous (e.g., because of anexplicit statement that the terms or phrases are synonymous), instancesof one such term or phrase do not mean instances of another such term orphrase must have a different meaning. For example, where a statementrenders the meaning of “including” to be synonymous with “including butnot limited to”, the mere usage of the phrase “including but not limitedto” does not mean that the term “including” means something other than“including but not limited to”.

II. Determining

The term “determining” and grammatical variants thereof (e.g., todetermine a price, determining a value, the determination of an objectwhich meets a certain criterion) is used in an extremely broad sense.The term “determining” encompasses a wide variety of actions andtherefore “determining” can include calculating, computing, processing,deriving, investigating, looking up (e.g., looking up in a table, adatabase or another data structure), ascertaining and the like. Also,“determining” can include receiving (e.g., receiving information),accessing (e.g., accessing data in a memory) and the like. Also,“determining” can include resolving, selecting, choosing, establishing,and the like.

The term “determining” does not imply certainty or absolute precision,and therefore “determining” can include estimating, extrapolating,predicting, heuristically “best guessing”, averaging and the like.

The term “determining” does not imply that mathematical processing mustbe performed, and does not imply that numerical methods must be used,and does not imply that an algorithm is used.

The term “determining” does not imply that any particular device must beused. For example, a computer need not necessarily perform thedetermining.

III. Forms of Sentences

Where a limitation of a first claim would cover one of a feature as wellas more than one of a feature (e.g., a limitation such as “at least onewidget” covers one widget as well as more than one widget), and where ina second claim that depends on the first claim, the second claim uses adefinite article “the” to refer to that limitation (e.g., “the widget”),this mere usage does not imply that the first claim covers only one ofthe features, and this does not imply that the second claim covers onlyone of the features (e.g., “the widget” can cover both one widget andmore than one widget).

When an ordinal number (such as “first”, “second”, “third” and so on) isused as an adjective before a term, that ordinal number is used (unlessexpressly specified otherwise) merely to indicate a particular feature,such as to distinguish that particular feature from another feature thatis described by the same term or by a similar term, but that ordinalnumber does not have any other meaning or limiting effect—it is merely aconvenient name. For example, a “first widget” may be so named merely todistinguish it from, e.g., a “second widget”. Thus, the mere usage ofthe ordinal numbers “first” and “second” before the term “widget” doesnot indicate any other relationship between the two widgets, andlikewise does not indicate any other characteristics of either or bothwidgets. For example, the mere usage of the ordinal numbers “first” and“second” before the term “widget” (1) does not indicate that eitherwidget comes before or after any other in order or location; (2) doesnot indicate that either widget occurs or acts before or after any otherin time; and (3) does not indicate that either widget ranks above orbelow any other, as in importance or quality. Thus, the mere usage ofthe ordinal number “first” does not indicate that there must be a“second”. For example, the use of the phrase “a first widget” does notimply that there be a second widget. Accordingly, it would not beambiguous or indefinite to use in a claim the term “a first widget”where no “second widget” is recited in that claim (or in any other claimit depends on). The mere usage of the ordinal number “second” or greaterordinal numbers does not indicate that there must be a “first” or anylesser ordinal number. For example, the use of the phrase “a secondplurality of widgets” does not imply that there be a first plurality ofwidgets. Accordingly, it would not be ambiguous or indefinite to use ina claim the term “a second plurality of widgets” where no “firstplurality of widgets” is recited in that claim (or in any other claim itdepends on). A term that is labeled by an ordinal number is differentfrom a term that is not modified by any ordinal number. For example, ina claim a reference to “a green widget” and a reference to “a secondgreen widget” means that there are references to different widgets andthus there is no ambiguity as to whether the second green widget is oris not a reference to the green widget. The mere usage of ordinalnumbers does not define a numerical limit to the features identifiedwith the ordinal numbers. For example, the mere usage of the ordinalnumbers “first” and “second” before the term “widget” does not indicatethat there are exactly two widgets.

When a single device, article or other product is described herein, inanother embodiment more than one device or article (whether or not theycooperate) may alternatively be used in place of the single device orarticle that is described. Accordingly, the functionality that isdescribed as being possessed by a device may alternatively be possessedby more than one device or article (whether or not they cooperate) inanother embodiment.

Similarly, where more than one device, article or other product isdescribed herein (whether or not they cooperate), in another embodimenta single device or article may alternatively be used in place of themore than one device or article that is described. For example, aplurality of computer-based devices may be substituted with a singlecomputer-based device. (Conversely, a single computer-based device maybe substituted with multiple computer-based devices operating incooperation with one another.) Accordingly, the various functionalitythat is described as being possessed by more than one device or articlemay alternatively be possessed by a single device or article.

The functionality and/or the features of a single device that isdescribed may, in another embodiment, be alternatively embodied by oneor more other devices that are described but are not explicitlydescribed as having such functionality or features. Thus, otherembodiments need not include the described device itself, but rather caninclude the one or more other devices that would, in those otherembodiments, have such functionality or features.

IV. Disclosed Examples and Terminology are not Limiting

Neither the Title (set forth at the beginning of the first page of thepresent application) nor the Abstract (set forth at the end of thepresent application) is to be taken as limiting in any way the scope ofthe disclosed invention, is to be used in interpreting the meaning ofany claim or is to be used in limiting the scope of any claim. AnAbstract has been included in this application merely because anAbstract is required under 37 C.F.R. § 1.72(b).

The headings of sections provided in the present application are forconvenience only, and are not to be taken as limiting the disclosure inany way.

Numerous embodiments are described in the present application, and arepresented for illustrative purposes only. The described embodiments arenot, and are not intended to be, limiting in any sense. The disclosedinventions are widely applicable to numerous embodiments, as is readilyapparent from the disclosure. One of ordinary skill in the art willrecognize that the disclosed invention may be practiced with variousmodifications and alterations, such as structural, logical, software,and electrical modifications. Although particular features of thedisclosed invention may be described with reference to one or moreparticular embodiments and/or drawings, it should be understood thatsuch features are not limited to usage in the one or more particularembodiments or drawings with reference to which they are described,unless expressly specified otherwise.

Though an embodiment may be disclosed as including several features,other embodiments of the invention may include fewer than all suchfeatures. Thus, for example, a claim may be directed to less than theentire set of features in a disclosed embodiment, and such claim wouldnot be interpreted as requiring features beyond those features that theclaim expressly recites.

No embodiment of method steps or product elements described in thepresent application constitutes the invention claimed herein, or isessential to the invention claimed herein, or is coextensive with theinvention claimed herein, except where it is either expressly stated tobe so in this specification or (with respect to a claim and theinvention defined by that claim) expressly recited in that claim.

Any preambles of the claims recite purposes, benefits and possible usesof the claimed invention only and do not limit the claimed invention.

The present disclosure is not a literal description of all embodimentsof the invention. Also, the present disclosure is not a listing offeatures of the invention that must be present in all embodiments.

All disclosed embodiments are not necessarily covered by the claims(even including all pending, amended, issued and canceled claims) Inaddition, a disclosed embodiment may be (but need not necessarily be)covered by several claims. Accordingly, where a claim (regardless ofwhether pending, amended, issued or canceled) is directed to aparticular embodiment, such is not evidence that the scope of otherclaims do not also cover that embodiment.

Devices that are described as in communication with each other need notbe in continuous communication with each other, unless expresslyspecified otherwise. On the contrary, such devices need only transmit toeach other as necessary or desirable, and may actually refrain fromexchanging data most of the time. For example, a machine incommunication with another machine via the Internet may not transmitdata to the other machine for long periods of time (e.g., weeks at atime). In addition, devices that are in communication with each othermay communicate directly or indirectly through one or moreintermediaries. Devices are in communication with one another if theyare capable of one-way communication with one another. For example, afirst device and a second device may be in communication with oneanother if the first device is capable of transmitting information tothe second device, and the second device is capable of receivinginformation from the first device.

A description of an embodiment with several components or features doesnot imply that all or even any of such components or features arerequired. On the contrary, a variety of optional components aredescribed to illustrate the wide variety of possible embodiments of thepresent invention. Unless otherwise specified explicitly, no componentor feature is essential or required.

Although process steps, algorithms or the like may be described orclaimed in a particular sequential order, such processes may beconfigured to work in different orders. In other words, any sequence ororder of steps that may be explicitly described or claimed does notnecessarily indicate a requirement that the steps be performed in thatorder. The steps of processes described herein may be performed in anyorder possible. Further, some steps may be performed simultaneouslydespite being described or implied as occurring non-simultaneously(e.g., because one step is described after the other step). Moreover,the illustration of a process by its depiction in a drawing does notimply that the illustrated process is exclusive of other variations andmodifications thereto, does not imply that the illustrated process orany of its steps are necessary to the invention, and does not imply thatthe illustrated process is preferred.

Although a process may be described as including a plurality of steps,that does not imply that all or any of the steps are preferred,essential or required. Various other embodiments within the scope of thedescribed invention include other processes that omit some or all of thedescribed steps. Unless otherwise specified explicitly, no step isessential or required.

Although a process may be described singly or without reference to otherproducts or methods, in an embodiment the process may interact withother products or methods. For example, such interaction may includelinking one business model to another business model. Such interactionmay be provided to enhance the flexibility or desirability of theprocess.

Although a product may be described as including a plurality ofcomponents, aspects, qualities, characteristics and/or features, thatdoes not indicate that any or all of the plurality are preferred,essential or required. Various other embodiments within the scope of thedescribed invention include other products that omit some or all of thedescribed plurality.

An enumerated list of items (which may or may not be numbered) does notimply that any or all of the items are mutually exclusive, unlessexpressly specified otherwise. Likewise, an enumerated list of items(which may or may not be numbered) does not imply that any or all of theitems are comprehensive of any category, unless expressly specifiedotherwise. For example, the enumerated list “a computer, a laptop, and aPDA” does not imply that any or all of the three items of that list aremutually exclusive and does not imply that any or all of the three itemsof that list are comprehensive of any category.

An enumerated list of items (which may or may not be numbered) does notimply that any or all of the items are equivalent to each other orreadily substituted for each other.

All embodiments are illustrative, and do not imply that the invention orany embodiments were made or performed, as the case may be.

V. Computing

It will be readily apparent to one of ordinary skill in the art that thevarious processes described herein may be implemented by, e.g.,appropriately programmed general purpose computers, special purposecomputers and computing devices. Typically a processor (e.g., one ormore microprocessors, one or more microcontrollers, one or more digitalsignal processors) will receive instructions (e.g., from a memory orlike device), and execute those instructions, thereby performing one ormore processes defined by those instructions. Instructions may beembodied in, e.g., one or more computer programs, one or more scripts.

A “processor” means one or more microprocessors, central processingunits (CPUs), computing devices, microcontrollers, digital signalprocessors, or like devices or any combination thereof, regardless ofthe architecture (e.g., chip-level multiprocessing or multi-core, RISC,CISC, Microprocessor without Interlocked Pipeline Stages, pipeliningconfiguration, simultaneous multithreading).

A “computing device” means one or more microprocessors, centralprocessing units (CPUs), computing devices, microcontrollers, digitalsignal processors, graphics card, mobile gaming device, or like devicesor any combination thereof, regardless of the architecture (e.g.,chip-level multiprocessing or multi-core, RISC, CISC, Microprocessorwithout Interlocked Pipeline Stages, pipelining configuration,simultaneous multithreading).

Thus a description of a process is likewise a description of anapparatus for performing the process. The apparatus that performs theprocess can include, e.g., a processor and those input devices andoutput devices that are appropriate to perform the process. For example,a description of a process is a description of an apparatus comprising aprocessor and memory that stores a program comprising instructions that,when executed by the processor, direct the processor to perform theprocess.

Further, programs that implement such methods (as well as other types ofdata) may be stored and transmitted using a variety of media (e.g.,computer readable media) in a number of manners. In some embodiments,hard-wired circuitry or custom hardware may be used in place of, or incombination with, some or all of the software instructions that canimplement the processes of various embodiments. Thus, variouscombinations of hardware and software may be used instead of softwareonly.

The term “computer-readable medium” refers to any medium, a plurality ofthe same, or a combination of different media, that participate inproviding data (e.g., instructions, data structures) which may be readby a computer, a processor or a like device. Such a medium may take manyforms, including but not limited to, non-volatile media, volatile media,and transmission media. Non-volatile media include, for example, opticalor magnetic disks and other persistent memory. Volatile media includedynamic random access memory (DRAM), which typically constitutes themain memory. Transmission media include coaxial cables, copper wire andfiber optics, including the wires that comprise a system bus coupled tothe processor. Transmission media may include or convey acoustic waves,light waves and electromagnetic emissions, such as those generatedduring radio frequency (RF) and infrared (IR) data communications.Common forms of computer-readable media include, for example, a floppydisk, a flexible disk, hard disk, magnetic tape, any other magneticmedium, a CD-ROM, DVD, any other optical medium, punch cards, papertape, any other physical medium with patterns of holes, a RAM, a PROM,an EPROM, a FLASH-EEPROM, any other memory chip or cartridge, a carrierwave as described hereinafter, or any other medium from which a computercan read.

The term “tangible computer-readable medium” refers to a“computer-readable medium” that comprises a hardware component, such asoptical or magnetic disks, semiconductor memory (e.g., RAM, ROM, flashdrives, semiconductor hard drives).

Various forms of computer readable media may be involved in carryingdata (e.g., sequences of instructions) to a processor. For example, datamay be (i) delivered from RAM to a processor; (ii) carried over awireless transmission medium; (iii) formatted and/or transmittedaccording to numerous formats, standards or protocols, such as Ethernet(or IEEE 802.3), SAP, ATP, Bluetooth, and TCPorIP, TDMA, CDMA, and 3G;and/or (iv) encrypted to ensure privacy or prevent fraud in any of avariety of ways well known in the art.

A “user interface” is ‘used by’ a device, such as a computing device, toprovide outputs to a user and to receive inputs from a user. Forexample, the user interface may direct the device to display (orotherwise provide) certain outputs (as defined by the user interface),and allow inputs to be received from the user via the device. In anembodiment, in order for the device to generate the user interface, thedevice executes certain instructions, e.g., instructions to output dataand receive data as inputs. A user interface can include one or moreoutput controls which output data and/or one or more input controlswhich allow data to be received. A type of input control allows aselection of an option from among a plurality of options, and may allowonly one option to be selected, may allow one or more options to beselected, may allow that a predetermined number of options are selected,may allow that no options are selected. An input control may define theformat of type of input that may be entered. A control may function asboth an input control and as an output control.

A description of different capabilities of a user interface (e.g., bydescribing different embodiments of a user interface, by describingdifferent things that a user interface can do) does not mean that in allembodiments the user interface must include all such describedcapabilities. On the contrary, such description also supports anembodiment in which, e.g., a user interface has only one of thedescribed capabilities, and supports an embodiment in which a userinterface has a particular combination of less than all of the describedcapabilities.

A description of a process is likewise a description of acomputer-readable medium storing a program for performing the process.The computer-readable medium can store (in any appropriate format) thoseprogram elements that are appropriate to perform the method. Forexample, a description of a process is a description of acomputer-readable storage medium that stores a program comprisinginstructions that, when executed by a processor, direct the processor toperform the method.

Just as the description of various steps in a process does not indicatethat all the described steps are required, embodiments of an apparatusinclude a computer or computing device operable to perform some (but notnecessarily all) of the described process.

Likewise, just as the description of various steps in a process does notindicate that all the described steps are required, embodiments of acomputer-readable medium storing a program or data structure include acomputer-readable medium storing a program that, when executed, cancause a processor to perform some (but not necessarily all) of thedescribed process.

Where databases are described, it will be understood by one of ordinaryskill in the art that (i) alternative database structures to thosedescribed may be readily employed, and (ii) other memory structuresbesides databases may be readily employed. Any illustrations ordescriptions of any sample databases presented herein are illustrativearrangements for stored representations of information. Any number ofother arrangements may be employed besides those suggested by, e.g.,tables illustrated in drawings or elsewhere. Similarly, any illustratedentries of the databases represent exemplary information only; one ofordinary skill in the art will understand that the number and content ofthe entries can be different from those described herein. Further,despite any depiction of the databases as tables, other formats(including relational databases, object-based models and/or distributeddatabases) could be used to store and manipulate the data typesdescribed herein. Likewise, object methods or behaviors of a databasecan be used to implement various processes, such as those describedherein. In addition, the databases may, in a known manner, be storedlocally or remotely from a device that accesses data in such a database.

Various embodiments can be configured to work in a network environmentincluding a computer that is in communication (e.g., via acommunications network) with one or more devices. The computer maycommunicate with the devices directly or indirectly, via any wired orwireless medium (e.g. the Internet, LAN, WAN or Ethernet, Token Ring, atelephone line, a cable line, a radio channel, an optical communicationsline, commercial on-line service providers, bulletin board systems, asatellite communications link, a combination of any of the above). Eachof the devices may themselves comprise computers or other computingdevices, such as those based on the Intel® Pentium® or Centrino™processor, that are adapted to communicate with the computer. Any numberand type of devices may be in communication with the computer.

In an embodiment, a server computer or centralized authority may not benecessary or desirable. For example, the present invention may, in anembodiment, be practiced on one or more devices without a centralauthority. In such an embodiment, any functions described herein asperformed by the server computer or data described as stored on theserver computer may instead be performed by or stored on one or moresuch devices.

Where a process is described, in an embodiment the process may operatewithout any user intervention. In another embodiment, the processincludes some human intervention (e.g., a step is performed by or withthe assistance of a human).

VI. Continuing Applications

The present disclosure provides, to one of ordinary skill in the art, anenabling description of several embodiments and/or inventions. Some ofthese embodiments and/or inventions may not be claimed in the presentapplication, but may nevertheless be claimed in one or more continuingapplications that claim the benefit of priority of the presentapplication.

Applicants intend to file additional applications to pursue patents forsubject matter that has been disclosed and enabled but not claimed inthe present application.

VII. 35 U.S.C. § 112, Paragraph 6

In a claim, a limitation of the claim which includes the phrase “meansfor” or the phrase “step for” means that 35 U.S.C. § 112, paragraph 6,applies to that limitation.

In a claim, a limitation of the claim which does not include the phrase“means for” or the phrase “step for” means that 35 U.S.C. § 112,paragraph 6 does not apply to that limitation, regardless of whetherthat limitation recites a function without recitation of structure,material or acts for performing that function. For example, in a claim,the mere use of the phrase “step of” or the phrase “steps of” inreferring to one or more steps of the claim or of another claim does notmean that 35 U.S.C. § 112, paragraph 6, applies to that step(s).

With respect to a means or a step for performing a specified function inaccordance with 35 U.S.C. § 112, paragraph 6, the correspondingstructure, material or acts described in the specification, andequivalents thereof, may perform additional functions as well as thespecified function.

Computers, processors, computing devices and like products arestructures that can perform a wide variety of functions. Such productscan be operable to perform a specified function by executing one or moreprograms, such as a program stored in a memory device of that product orin a memory device which that product accesses. Unless expresslyspecified otherwise, such a program need not be based on any particularalgorithm, such as any particular algorithm that might be disclosed inthe present application. It is well known to one of ordinary skill inthe art that a specified function may be implemented via differentalgorithms, and any of a number of different algorithms would be a meredesign choice for carrying out the specified function.

Therefore, with respect to a means or a step for performing a specifiedfunction in accordance with 35 U.S.C. § 112, paragraph 6, structurecorresponding to a specified function includes any product programmed toperform the specified function. Such structure includes programmedproducts which perform the function, regardless of whether such productis programmed with (i) a disclosed algorithm for performing thefunction, (ii) an algorithm that is similar to a disclosed algorithm, or(iii) a different algorithm for performing the function.

Where there is recited a means for performing a function that is amethod, one structure for performing this method includes a computingdevice (e.g., a general purpose computer) that is programmed and/orconfigured with appropriate hardware to perform that function.

Also included is a computing device (e.g., a general purpose computer)that is programmed and/or configured with appropriate hardware toperform that function via other algorithms as would be understood by oneof ordinary skill in the art.

VIII. Disclaimer

Numerous references to a particular embodiment do not indicate adisclaimer or disavowal, from the scope of the invention, of additional,different embodiments, and similarly references to the description ofembodiments which all include a particular feature do not indicate adisclaimer or disavowal of embodiments which do not include thatparticular feature. A clear disclaimer or disavowal in the presentapplication will explicitly refer to the scope of the invention asdisclaiming or disavowing certain subject matter and will also beprefaced by a phrase such as “does not include” or “cannot perform”.

IX. Incorporation By Reference

Any patent, patent application or other document referred to herein isincorporated by reference into this patent application as part of thepresent disclosure, but only for purposes of written description andenablement in accordance with 35 U.S.C. § 112, paragraph 1, and shouldin no way be used to limit, define, or otherwise construe any term ofthe present application, unless without such incorporation by reference,no ordinary meaning would have been ascertainable by a person ofordinary skill in the art. Conversely, the definitions and other subjectmatter explicitly set forth in this application should not be used tolimit, define, or otherwise construe any term of any documentincorporated herein by reference. Nothing explicitly set forth in thisapplication should be interpreted as an admission or characterization ofany prior art to this application.

Any incorporation by reference does not, in and of itself, imply anyendorsement of, ratification of or acquiescence in any statements,opinions, arguments or characterizations contained in any incorporatedpatent, patent application or other document, unless explicitlyspecified otherwise in this patent application.

X. Prosecution History

In interpreting the present application (which includes the claims), oneof ordinary skill in the art refers to the prosecution history of thepresent application, but not to the prosecution history of any otherpatent or patent application, regardless of whether there are otherpatent applications that are considered related to the presentapplication, and regardless of whether there are other patentapplications that share a claim of priority with the presentapplication.

XI. Other Embodiments 1. Example Embodiment

In an embodiment, a device, such as a server or other computer, isreferred to herein as the “system server”, and allows a user to inputpersonal information (e.g., the user's date of birth, zip code andannual income) and/or to have personal information sent to the systemserver and/or to authorize the system server to receive personalinformation. Advertisers can provide the user with advertisements thatare based on that personal information (e.g., advertisements are“targeted” to the user based on that personal information). Theadvertisement can be provided by sending a message (e.g., an electronicmail message) to the user. The advertisers can pay the user forpermitting this advertisement to be provided. In an embodiment, the usercan withdraw his personal information, thereby preventing furtheradvertisements that are based on that personal information. In anembodiment, the user can view the prices that he can be paid in exchangefor allowing his various personal information to be used as the basisfor advertisements provided to him.

Note that descriptions herein of functions performed by the systemserver and features of the system server likewise respectively describe,according to other embodiments, functions performed by and features ofother devices that are not a server. For example, functions described asperformed by the system server may, in different embodiments, beperformed by a computer that is not a server, by a set of servers, by aset of computers, by another device, or by another set of devices.

with reference to FIG. 1 , the embodiment that follows includes adevice, such as the system server 10, that communicates with one or moreadvertiser devices 20 and communicates with one or more message devices30 (e.g., email devices). According to this embodiment, the systemserver receives from the advertiser device one or more advertisements.FIG. 2 depicts an example advertisement 210 and associated information,according to an embodiment. For each advertisement, the system serveralso receives from the advertiser device at least one correspondingpersonal information value 220 (e.g., a zip code and a range of ages).The at least one personal information value can define a desireddestination for the advertisement (e.g., users who live in that zip codeand who have an age in that age range). For each advertisement, thesystem server also receives from the advertiser device a correspondingprice 230. For example, for each of three advertisements received fromthe advertiser device corresponding prices (e.g., $1.00, $7.00, $0.30)are received.

The system server receives, from a first message device (e.g., apersonal computer, a mobile phone, a smart phone), an identification ofa user of a first email account. For example, the system server mayreceive from the first message device a user name (e.g., an alphanumericstring) and a password. This user name and password can be verified tobe the user name and password of a particular email account (a “firstemail account”), and that email account corresponds to a particularuser. The first email account has an account balance (e.g., the systemserver stores, with respect to the first email account, a balance suchas an amount of money, points or other quantity that is credited to theaccount or that must be otherwise paid to the user of the account).

For each of a plurality of personal information types (e.g., for thetype “zip code” and for the type “gender”), the system server calculatesa corresponding price (e.g., a price of $1.00 for the type “zip code”and a price of $0.15 for the type “gender”). The price for a personalinformation type can be calculated, e.g., from prices that are receivedfrom advertiser devices and that correspond to the personal informationtype.

The system server instructs the first message device to display thisplurality of personal information types and the corresponding prices,e.g., via a page in a web browser, via a window in an application. Thesystem server then receives, from the first message device, a first setof personal information values of the user. For example, the firstmessage device may send to the system server the following personalinformation values: the zip code “12345”, the name “John Joseph Smith”and the date of birth “Jan. 1, 1980”.

In this embodiment, the system server does not make the first set ofpersonal information values available to any of the plurality ofadvertiser devices. For example, the system server may maintain theconfidentiality of the first set of personal information values by nottransmitting any such information to any devices which might result inrevelation of that information to a third party.

The system server determines a first subset of the advertisements thatmatch the first set of personal information values. For example, each ofthe advertisements in the first subset of advertisements has acorresponding personal information value (received from the advertiserdevice) that includes the zip code “12345” or includes the date of birth“Jan. 1, 1980”.

The system server sends, to the first email account, a plurality ofemail messages (or other messages). Each of these email messagesincludes a respective advertisement of the subset of advertisements. An“advertisement message” is a message that includes an advertisement(e.g., generated by or on behalf of an advertiser). A type ofadvertisement message is an “email advertisement”. An “emailadvertisement” is an email message that includes an advertisement. Forexample, in an embodiment an email advertisement includes text in itsbody in which the text defines an advertisement of an advertiser. In anembodiment, an email advertisement includes an image (e.g., a JPEGimage) in its body in which the image defines an advertisement of anadvertiser. In an embodiment, an email advertisement includes a link(e.g., an HTML hyperlink) in its body which, when activated, accessesadditional content, such as a Web page.

The system server determines an amount to pay the user based on theprices corresponding to the subset of advertisements. The system serveraccordingly increases the account balance by this amount to pay theuser.

A type of message is an electronic mail message (also referred to as an“email message”), regardless of format or protocol. Another type ofmessage is an SMS (Short Messaging Service) message, regardless offormat or protocol. Another type of message is an MMS (MultimediaMessaging Service) message, regardless of format or protocol. Othertypes of messages include any other text messaging messages, such as NTTDocomo's ShortMail and J-Phone's SkyMail. Another type of message is aninstant messaging (IM) message, regardless of format or protocol. An IMmessage may be sent using any protocol, e.g., XMPP (eXtensible Messagingand Presence Protocol), SIP (Session Initiation Protocol), SIMPLE (SIPfor Instant Messaging and Presence Leveraging Extensions). Another typeof message is an audio message sent via a computer network (e.g., a .wavfile, a .mp3 file) or via telephone (e.g., via landline network,cellular telephone network, VOIP network), regardless of format orprotocol. An audio message may be stored (e.g., as a voicemail).

Other types of messages besides those explicitly referred to herein maybe readily employed in the embodiments described herein. For example, anembodiment described as applicable to an email message is alsoapplicable to another type of message.

Messages may include a variety of different types of content. Forexample, an email message may include text, audio, video, HTML codeand/or links which permit websites and other content to be accessed.

Messages may be sent and/or received using any of a variety of differentdevices. For example, an email message or an SMS message may be sent bya personal computer, mobile telephone (also referred to as a “cellphone”), or a smart phone such as the phones of the BlackBerry Pearl™8100 series or the Apple iPhone series.

Messages may be sent using any of a variety of different softwareprograms. For example, an IM message may be sent using a program (e.g.,a Web-based program, a program installed on a personal computer's localhard drive) such as Windows Live Messenger, Yahoo! Messenger, AOLInstant Messenger, or Google Talk. An email message may be sent using aprogram (e.g., a Web-based program, a program installed on a personalcomputer's local hard drive) such as Google Gmail, another Webmailprogram, or Microsoft Outlook.

Messages may be received by any of a variety of different softwareprograms and devices. In an embodiment, messages (e.g., advertisementmessages) may be received by a game playing device (e.g., a personalcomputer or game console that executes a video game program), or by aserver that coordinates play among a group of such playing devices.Messages can then be displayed or otherwise output to a user playingsuch a video game in any of a number of known manners. For example, themessage may be displayed as a certain image layered on athree-dimensional object in the user's three dimensional game world, andin an embodiment that image might only be visible to the user eventhough other people are playing the same game and viewing generally thesame three dimensional environment as the user. As another example, themessage may be displayed as text displayed in the video game (e.g.,informational text displayed when the user accesses a menu).

In an embodiment, messages may be received by a server of a web site,and disseminated to users that access that web site. For example, aserver that manages a social networking web site (e.g., Facebook.com)may send messages to users that have accounts on that web site. Suchmessages may be accessed via the web site (e.g., via a messagingfunction of the web site, via another portion of the web site that candisplay such messages to the user).

A “message account” is an account that allows messages to be sent and/orallows messages to be received. A message account may include a way ofidentifying that account for receipt of messages. For example, in anembodiment an SMS message account may be identified by a telephonenumber.

In an embodiment, a message account allows one type of message (e.g.,email messages) to be sent and/or received. In an embodiment, a messageaccount may allow messages of different types (e.g., both SMS messagesand MMS messages) to be sent and/or received. In an embodiment, amessage account may process messages in different formats, and thetransmission and reception of messages may be made according to variousprotocols.

In an embodiment, a message account requires some form of accessverification or verification of the identity of the user of the messageaccount. For example, a message account may require that a user of themessage account first “log in” (e.g., provide a user name and a passwordthat correspond to the user name and password for that message account,provide a biometric input such as a fingerprint read from a fingerprintreader, where the fingerprint corresponds to the user of that account)before the user is permitted to access some or all of the functions ofthe message account (e.g., the function of reading messages that havebeen received by the account, the function of sending messages from theaccount).

In an embodiment, a particular message account is accessible from aparticular device and accordingly any user possessing the device mayaccess some or all of the functions of the message account (e.g.,without providing a user name and password). For example, a mobiletelephone (or other device) may have a corresponding SMS messageaccount, in which any SMS messages sent from the mobile telephone aresent from that SMS message account. The mobile telephone may not haveany form of access verification or verification of the identity of theuser, and accordingly any user possessing the mobile telephone may beable to use the mobile telephone to send SMS messages from the SMSmessage account that corresponds to the mobile telephone.

Some types of message accounts include email accounts, SMS messageaccounts, MINIS message accounts, and IM message accounts.

An “email account” is an account that allows email messages to be sentand/or allows email messages to be received.

An email account typically includes a way of identifying the account forreceipt of email messages. For example, a particular email account mayhave one or more corresponding email addresses (e.g., an alphanumerictext string such as “john@gmail.com”). In an embodiment, an emailaccount includes a variety of settings, some or all of which areconfigurable by the user of the account. Some such settings direct,and/or affect features of, the user interface that is used to access theemail account. An email account may also include functions or settingsthat are unrelated to email messages.

An embodiment described as applicable to an email account is alsoapplicable to another type of message account.

An “email inbox” refers to any of a number of possible manners oforganizing email messages that are received by an email account. Forexample, in an embodiment all email messages received by an emailaccount are organized in a set referred to as the inbox of that emailaccount. Similarly, all email messages sent by the email account may beorganized in another set referred to as the outbox of that emailaccount. In an embodiment, the set defined by the inbox of an emailaccount may include none, some or all of the email messages received bythe email account. In an embodiment, an inbox (and thus the emailmessages in the inbox) may be organized or divided into one or moresubsets. For example, an email account may include one or more “folders”(e.g., different folders for email messages related to differentprojects or topics) and email messages in the inbox may be assigned toone of those folders.

In an embodiment, an email account may have a plurality of emailinboxes. For example, an email account may have two inboxes, and anemail message received by that email account may be assigned to one ofthe two inboxes. The selection of which inbox to assign an email messageto may be based on the email message received, e.g., the content of theemail message, the sender of the email message, tags or other indiciacontained in the email message. In an embodiment, one inbox includes allemail advertisements that are received, and the other inbox includes allother email messages that are received.

In an analogous manner, there can be a message inbox for a messageaccount that is not an email account. An embodiment described asapplicable to an email inbox is also applicable to another type ofmessage inbox.

A “message device” is a device that is capable of receiving messagesand/or of sending messages. In an embodiment, a message device iscapable of displaying a message in human-readable form. In anembodiment, a message device is capable of providing functions thatallow a user to create a message and then send that message.

A type of message device is a device that can access a message accountand send or receive messages from that message account.

A type of message device is an email device. Similarly, other types ofmessage devices are defined for corresponding types of messages.

An “email device” is any device that is capable of sending emailmessages and/or of receiving email messages.

For example, a type of email device is a device that can access an emailaccount and send or receive email messages from that email account.

For example, a type of email device is a general purpose computerprogrammed with a client application such as Microsoft Outlook orMozilla Thunderbird. As another example, a type of email device is ageneral purpose computer programmed (or other device) with a web browseror other software which is capable of accessing a remote email service(known as a “webmail” service), such as Google Gmail or Yahoo! Mail,that is offered by another device, such as a web server. Typically sucha service is accessed by the email device via the Internet or viaanother network. An email device may be capable of both sendingelectronic mail messages and receiving electronic mail messages. In anembodiment, a user interface of the email device is partially generatedby a browser or other software application executed by the advertiserdevice, while other parts of the user interface are generated by aserver (e.g., a Webmail server) that directs the browser to output theuser interface. Certain data that is employed by, or used to generate,the user interface of the advertiser device may be received from anotherdevice (e.g., from the system server).

An embodiment described as involving an email device may, in anotherembodiment, involve another type of message device. Similarly, anembodiment described as involving an email advertisement may, in anotherembodiment, involve another type of advertisement message. An embodimentdescribed as involving an email account may, in another embodiment,involve another type of message account.

An “advertiser device” is any device that is capable of defining orspecifying an advertisement message and/or transmitting theadvertisement message (e.g., via a network to another device). In anembodiment, an advertiser device is a device (e.g., a programmedpersonal computer) that is capable of (1) outputting a user interface(e.g., outputting a graphical user interface in a web browser or otherprogram) that allows entry of an advertisement (e.g., entry of textand/or graphics that define the advertisement, receipt of a file thatrepresents the advertisement), (2) receiving the advertisement via theuser interface, and (3) transmitting the advertisement via a network toanother device (e.g., to the system server). In an embodiment, anadvertiser device is capable of (1) outputting a user interface thatallows entry of additional data, such as a corresponding price for theadvertisement and a corresponding destination for the advertisement, (2)receiving via the user interface the additional data, and (3)transmitting the additional data via a network to another device.

In an embodiment, a user interface that is generated by an advertiserdevice is generated by a software application. In an embodiment, theuser interface is generated by a software application executed by theadvertiser device. In an embodiment, the user interface is partiallygenerated by a browser or other software application executed by theadvertiser device, and other parts of the user interface are generatedby a server (e.g., a Webmail server) that directs the browser to outputthe user interface. Certain data that is employed by, or used togenerate, the user interface of the advertiser device may be receivedfrom another device (e.g., from the system server).

2. Personal Information

In an embodiment, certain personal information of a user may be the sortof information that is typically considered extremely confidentialTherefore, such information is the sort which many users would typicallynot allow to be made available, would not allow to be made availableover the Internet, and/or would not allow to be received or used byadvertisers.

In an embodiment in which the user can withdraw (e.g., from advertisers)different sorts of his personal information whenever desired, some userswould be more willing to provide such personal information. In anembodiment in which the user can select which types of personalinformation are used by advertisers, some users would be more willing toprovide such personal information.

With respect to a user, “personal information” can refer to any ofvarious types of information about the user. Some categories of personalinformation are described in (a) through (u) below as are some examplesof types of personal information in various categories:

-   -   (a) identity information—information (some of which is typically        considered private or confidential) that helps ascertain the        identity of a user, e.g., the user's name, home address, date of        birth, social security number;    -   (b) demographic information—information that defines the user's        inclusion in a population segment or in a demographic, e.g.,        race, ethnicity, gender, age, size of family, number of        children, ages of children, extended family relationships, pets        owned, national origin, social class, religion, annual income or        income range, zip code of residence, job occupation, political        affiliation, whether smoker or nonsmoker, whether the user owns        his home or rents, goods owned by the user, assets owned by the        user, education, schools attended;    -   (c) geographic information—information that describes the        geographic area of a residence of the user, or the geographic        area of a place of work of the user, e.g., whether a particular        area is urban, whether a particular area is suburban, whether a        particular area is rural, population of a city or town, number        of square miles of a city or town, population density of an        area, climate of an area;    -   (d) professional activities—e.g., associations that the user is        a member of;    -   (e) medical information—e.g., illnesses, doctors visited and        when visited, conditions, diagnoses, hospitalizations,        medications taken;    -   (f) interests information—e.g., what television shows the user        enjoys, what songs the user enjoys, interests of children of the        user, interests of other family members of the user;    -   (g) opinion information—e.g., the user's opinions about politics        and political issues, opinions about businesses, opinions about        industries, opinions about parenting, opinions about current        events, opinions of children of the user, opinions of other        family members of the user;    -   (h) family information—personal information of family members,        such as children, size of family, number of children, ages of        children, extended family relationships;    -   (i) email activity;    -   (j) message activity;    -   (k) purchase activity—e.g., what amounts the user has spent,        with what merchants, what goods the user has purchased, the        brands of goods the user has purchased, when the user made such        purchases, frequency of purchases of a particular good or class        of goods, other patterns of purchases, usage of credit card        accounts and other payment accounts, frequency of usage of        credit card and other payments accounts, benefits that the user        derives or hopes to derive from a good that the user has        purchased or will purchase, benefits that the user derives or        hopes to derive from a set of goods that the user has purchased        or will purchase;    -   (l) usage activity—e.g., the goods currently used by the user,        the goods used in the past by the user, the brands of goods        currently used by the user, the brands of goods used in the past        by the user, the frequency of usage of goods used by the user,        the frequency of usage of brands of goods used by the user,        other patterns of usage of goods or of brands of goods;    -   (m) Web usage activity—e.g., online shopping habits of the user,        web sites visited by the user;    -   (n) web site usage activity—with respect to a particular web        site, the user's usage activity of that web site For example,        the user's usage of a social networking site such as        Facebook.com, including how often that site is accessed by the        user and what activities the user performs on that site;    -   (o) test information—information regarding tests of the user,        e.g., which tests such as the Scholastic Aptitude Test (SAT) or        other standardized tests the user has taken, scores attained on        particular tests taken by the user;    -   (p) location information—e.g., places visited by the user and        times those places are visited, frequency of visits to places,        businesses or establishments at the locations visited. Places        visited may be determined by, e.g., the latitude and longitude        as determined by a device carried by the user (e.g., a phone        with a GPS receiver) or by a device used by the user (e.g., a        car with a GPS receiver);    -   (q) contacts information—contact information (e.g., name,        address, phone number, email address) of the user's friends,        acquaintances, and professional contacts; other information        stored in a contacts list, such as the contacts lists in        Microsoft Outlook or in Google Gmail, or a stored set of names        and numbers on a cellular telephone. A contact list may be,        e.g., stored in the user's email account, or may be stored in        the user's email device.    -   (r) recreational or leisure time activities of the user,        recreational or leisure time activities of the user's children        or other family members;    -   (s) company information—with respect to a company or business of        the user, the number of employees of the company, the profits of        the company, the revenue of the company, growth rate of the        revenue or profit of the company, costs of the company, the        frequency, magnitude and types of the company's purchases and        expenditures, sensitivity of the company to the time to receive        supplies or revenue, the industry the company is in, the role of        the user in the company (e.g., whether the user is an employee        of the company, whether the user consults for the company,        whether the user manages or operates the company, whether the        user controls the company, whether the user owns some or all of        the company, whether the user can authorize purchasing decisions        of the company, whether the user can initiate purchasing        decisions of the company, the user's spending authority for the        company);    -   (t) other information that is revealed by the user and/or other        information that is entered by the user; and    -   (u) other information that is known/ascertainable by the system,        and for which authority to release such information to        advertisers is required to be received from the user.

In an embodiment, there are types of personal information. For example,one type of personal information is the ‘name’, and another type ofpersonal information is the ‘date of birth’. With respect to aparticular user, there can be an actual value for that type of personalinformation. For example, for a particular user, the value of the ‘name’type is “John Joseph Smith” and the value of the ‘date of birth’ type is“Jan. 1, 1980”. In other words, in this example two personal informationvalues are “John Joseph Smith” and “Jan. 1, 1980”, the personalinformation type that corresponds to the personal information value“John Joseph Smith” is the ‘name’ type, and the personal informationtype that corresponds to the personal information value “Jan. 1, 1980”is the ‘date of birth’ type. Each personal information value has acorresponding personal information type.

In light of all of the above, for any category of personal information(e.g., identity information) there can be types and values. For example,in an embodiment, one type of identity information is the “name”. A typeof personal information can belong to more than one category. Forexample, the type “zip code” may belong to the category “identity” andto the category “demographic”. With respect to a particular user, therecan be an actual value for that type of identity information. Forexample, for a particular user, the value of the ‘name’ identityinformation type is “John Joseph Smith”. In other words, in this examplethe identity information value is “John Joseph Smith”, and the identityinformation type that corresponds to the identity information value“John Joseph Smith” is the ‘name’ type. Each identity information valuehas a corresponding identity information type.

In an embodiment, a personal information value can define two or morepersonal information values. For example, the personal information value“August 1980” can define the thirty one values (e.g., values for a ‘dateof birth’ personal information type) from “Aug. 1, 1980” to “Aug. 31,1980”.

In an embodiment, a personal information value can define a set of orrange of personal information values. For example, the personalinformation value “from August 1980 to August 1985” can define the rangeof all of the values that are no earlier than “Aug. 1, 1980” and nolater than “Aug. 31, 1985”.

In an embodiment, a personal information value can define a portionincluded thereby. For example, a personal information value for thecorresponding type “date of birth” (e.g., the personal information value“Jan. 1, 1980”) can define a portion included thereby, such as the monthand the day (e.g., “January 1”), but not the year, of that value. Themonth and the day together compose the “birthday”. Thus the “date ofbirth” type can define a “birthday” type, and a value for the “date ofbirth” type can define a value for the “birthday” type.

For a given type of personal information (e.g., date of birth) a user orother entity may have entered (e.g., into a database, into a computingdevice via a keyboard and/or graphical user interface) a correspondingvalue (e.g., entered Jan. 1, 1980 as the date of birth), and the systemserver receives that value. In an embodiment, certain personalinformation values may be input (e.g., by the user, by a third party)and/or received (e.g., from an external data source), and those personalinformation values are not verified (possibly because the personalinformation values are not verifiable). In an embodiment, some personalinformation values are verified and/or validated, e.g., by a device orby a third party information source. For example, a user may purport tohave residence in zip code “12345”, and whether the user actually has aresidence in that zip code might be verified, e.g., by receiving datafrom a separate source of information, such as public land records orpublic telephone records, and determining whether that received datareveals that the user's name is associated with a residence address thatis in the zip code “12345”. Verification of a personal information valuecan merely increase the probability that the personal information valueis accurate or probative, and need not guarantee that the personalinformation value is accurate.

For example, a user may purport to have residence in zip code “12345”,and whether the user actually has a residence in that zip code might beverified in a manner that increases the probability that the personalinformation value is accurate. For example, the user may be asked aboutthe zip code of the residence several times over a period of weeks, andwhether the answer to the questions are consistent is determined. Asanother example, the user may be asked questions regarding the purportedzip code of the residence (e.g., “what company provides Internet serviceat your residence?”) and the answers to those questions can be analyzedto determine if the answers are consistent with information about thezip code (e.g., whether the company in the user's answer actuallyservices that zip code).

In an embodiment, a set of personal information values of a user may bedefined such that the personal information values exclude advertisementpreferences of the user. For example, if a user desires thatadvertisements he receives relate to particular sports of interest, thena set of personal information values may be defined to exclude thoseadvertisement preferences (i.e., exclude the fact that the user desiresthat advertisements he receives relate to particular sports ofinterest). Such a set of personal information values could neverthelessinclude other personal information, such as particular sports that theuser plays, has played or enjoys watching. Such personal informationthat excludes advertisement preferences could still be used, e.g., toprovide advertisements that are targeted to the user. In an embodiment,an advertisement may be sent to the user using the other personalinformation but not using the advertisement preferences of the user.

As described above, advertisement messages (e.g., email advertisements)may be targeted to a user based on personal information of the user. Inan embodiment, advertisement messages may be targeted to a user based onchanges in personal information of the user. One such change is theinitial entering of a personal information value for a personalinformation type. For example, a user may have decided to not enter hisage, but eventually (perhaps after weeks of entering values for otherpersonal information types) the user decides to enter his age.

Another change is where a first value has been entered for a personalinformation type, but then a different value is entered. This mayindicate that the user has experienced some sort of change, and certainadvertisers may desire to target advertisement messages to usersexperiencing such a change. For example, a user may have entered a homeaddress, and then (perhaps months later) enters a different home addressor zip code, which may indicate that the user has moved. The user mayenter a new number of children, which may indicate that the user has anewborn. Similarly, the user may enter a new job occupation, annualincome, home ownership status, or medication taken.

In an embodiment, advertisement messages are targeted to a user based onchanges in personal information of the user and the value of thepersonal information before and/or after the change. For example, anadvertisement message may be targeted to a user based on the fact thatthere is a change in the home address of the user, where home addresswas not in Manhattan before the change but is in Manhattan after thechange.

2.1 Email Activity and Email Messages

As described above, advertisement messages (e.g., email advertisements)may be targeted to a user based on personal information of the user. Inan embodiment, advertisement messages may be targeted to a user based onmessage activity of the user and/or of the user's message account.

With respect to a message account, a “message activity” is an activitythat relates to the message account and/or to messages that are sent orreceived by the message account. Examples of message activity include

-   -   (1) an activity that involves past usage of a message account,    -   (2) an activity that involves current usage of a message        account, and    -   (3) something that is calculated, derived or otherwise        determined from (1) and/or (2) above (e.g., calculation of        averages of various past message usage and/or current usage).

Message activity includes the uses of a user interface that access themessage account.

A type of message activity is email activity. The other types of messageactivity (e.g., SMS message activity) are likewise defined forcorresponding types of messages (e.g., SMS messages).

With respect to an email account, an “email activity” is an activitythat relates to the email account and/or to messages that are sent orreceived by the email account. Examples of email activity include

-   -   (1) an activity that involves past usage of an email account,    -   (2) an activity that involves current usage of an email account,        or    -   (3) something that is calculated, derived or otherwise        determined from either or both of the two immediately preceding        categories (1) and (2) (e.g., an average of the number of        certain email activities per time period).

Email activity may be defined with respect to an email account, e.g.,all email messages sent from the email account. Email activity may bedefined with respect to a user, e.g., all email messages read by theuser of an email account. Email activity may be defined with respect toa group of email accounts (e.g., all email accounts which have receiveda particular email advertisement). Email activity may be defined withrespect to a group of users (e.g., all users for which certain data isavailable, all users within a defined category or otherwise meetingcertain criteria).

Email activity may be defined with respect to a time period (e.g., emailactivity for a particular user between a first date and a second date,email activity for a particular user between a first time of day and asecond time of day, email activity for a particular user within the last30 days, email activity for a particular group of users within the last30 days).

Examples of an email activity include whether the email account is a newaccount, whether the user has ever used the email account, and whetherthe user is currently using the email account for the first time.

Some other examples of email activities are “current email activities”,“email activity times”, and “email activity quantities”, each of whichis described below.

“Current email activities” include email activities that are presentlyoccurring or have occurred recently. For an email activity, whether anevent has occurred recently may be defined as desired, e.g., havingoccurred within a predetermined number of seconds. The following areexamples of email activities referred to as current email activities:

-   -   That the user has accessed the email account (and therefore        could be utilizing some or all of the functions of the email        account) but the user is not currently utilizing any of the        functions of the email account (e.g., the user has not opened an        email or done anything else with the email account in more than        a predetermined amount of time, such as sixty seconds);    -   That the user is currently opening email messages in the email        account (e.g., the user has opened an email message in the email        account within a predetermined amount of time, such as within        sixty seconds);    -   That the user is currently reading an email message in the email        account (e.g., the email message is currently being displayed to        the user, such as via a window or portion of a window on an        email device);    -   That the user is currently typing an email message in the email        account (e.g., the user has been typing a new but unsent email        message within a predetermined amount of time, such as within        sixty seconds);    -   That the user is currently sending an email message from the        email account (e.g., the user has sent an email message from the        email account within a predetermined amount of time, such as        sixty seconds);    -   That the user is currently opening a particular type of email in        the email account (e.g., the user has opened an email        advertisement in the email account within a predetermined amount        of time, such as within sixty seconds);    -   That the user is currently accessing features of an email        advertisement that is in the email account (e.g., the user has        clicked on hyperlink in an email advertisement in the email        account within a predetermined amount of time, such as within        sixty seconds).    -   That the user is currently reading an email advertisement in the        email account (e.g., the email advertisement is currently being        displayed to the user, such as via a window or portion of a        window on the email device);

“Email activity times” includes any sort of time (e.g., time of day, dayof week, date, year) on which one or more email activities aredetermined to occur, and includes any sort of length of time (e.g.,number of seconds, number of minutes, other durations) of one or moreemail activities. The following are examples of email activitiesreferred to as email activity times:

-   -   The length of time that an email message is displayed;    -   The length of time that an email advertisement is displayed;    -   The time of day and/or date and/or day of week that an email        message is opened;    -   The time of day and/or date and/or day of week that an email        advertisement is opened;    -   The length of time between different email messages being opened        (e.g., the length of time between consecutive openings of email        messages, the length of time between consecutive openings of        email advertisements);    -   The length of time that a user spends on content (e.g., a web        page) that is accessed from an email advertisement (e.g., a        hyperlink in an email advertisement that, when clicked, presents        a web page or other content);    -   The length of time that a user spends between ceasing to utilize        the email account (e.g., logging out of the email account) and        next utilizing the email account (e.g., by logging in to the        email account);

“Email activity quantities” include any quantity that may be determined(e.g., by calculating, measuring and/or aggregating) with respect to anemail account and/or a user. The following are examples of emailactivities referred to as email activity quantities:

-   -   The number of email messages that are never opened;    -   The number of email advertisements that are never opened;    -   The number of email messages that are not opened within a        predetermined time (e.g., within one week of being received,        within one hour of being sent);    -   The number of email advertisements that are not opened within a        predetermined time (e.g., within one week of being received,        within one hour of being sent);    -   The percentage of email messages that are never opened;    -   The percentage of email advertisements that are never opened;    -   The percentage of email messages that are not opened within a        predetermined time (e.g., within one week of being received,        within one hour of being sent);    -   The percentage of email advertisements that are not opened        within a predetermined time (e.g., within one week of being        received, within one hour of being sent);

With respect to any email activity, various types of “email activity”include the number of particular email activities, as well as whetherthat number of emails has certain features (e.g., whether that number isequal to something, whether that number is less than something, whetherthat number is greater than something). For example, a type of emailactivity includes the number of times that the user has accessed theemail account, and another type of email activity includes whether thenumber of times that the user has accessed the email account exceeds apredetermined number (e.g., the number seven).

With respect to any email activity, an email activity (including aquantity of particular email activities) can be defined with respect toany predetermined time period (e.g., the number of email messages sentwithin one week, the number of email messages sent between January 1 andJune 1) or with respect to the time period that encompasses all suchactivities (e.g., the number of email messages ever sent). Similarly,with respect to any email activity, an email activity (including aquantity of particular email activities) can be defined with respect toany predetermined number of activities (e.g., the percentage of the lastone hundred email advertisements sent that were opened). Similarly, suchcalculations can include combinations of email activities (e.g., thenumber of the last one hundred email advertisements sent that weredisplayed for more than fifteen seconds).

The various sorts of email activity may be determined by a single deviceor may be determined by a plurality of devices. Some sorts of emailactivity may be determined by a first device (e.g., a personal computerbeing used to access the email account), while other types of activityare determined by one or more devices other than the first device (e.g.,the system server). Devices may cooperate with each other to determine aparticular sort of email activity.

In an embodiment, various sorts of email activity may be determined bythe message device of the user. For example, the message device of theuser (e.g., by executing a software application such as an email client)can determine that an email message has been opened within the lastsixty seconds, that an email message is currently being displayed,and/or that the user is currently typing an email message in the emailaccount.

In an embodiment, various sorts of email activity may be determined byan email server. For example, the email server may determine that theuser is currently sending an email message from the email account,and/or that an email message has been opened within the last sixtyseconds.

In an embodiment, various sorts of email activity may be determined by aWebmail server. For example, the Webmail server may determine that theuser is currently sending an email message from the email account,and/or that an email message has been opened within the last sixtyseconds.

The above described embodiments of email activities are applicable toother types of messages besides email messages, and correspondingactivities and embodiments described herein are defined for other typesof messages besides email messages. For example, an example of SMSmessage activity is that the user is currently reading an SMS message inan SMS message account.

2.2. New Types of Personal Information

In an embodiment, various types of personal information are used by thesystem server. For example, particular types of personal information(e.g., ‘annual income’, ‘date of birth’ and forty eight other particulartypes of personal information) are stored by, or are otherwiseaccessible by, the system server (e.g., the particular types of personalinformation are stored in a local or remote database which the systemserver is capable of accessing). Each of these particular types ofpersonal information can be made available to at least one respectiveuser (e.g., the user may be provided with a user interface that displaysa question regarding the personal information type and/or that permitsthe user to input a personal information value corresponding to thepersonal information type). Each of these particular types of personalinformation can be made available to at least one respective advertiser(e.g., the advertiser may input that a particular advertisement istargeted based on the personal information type or based on a personalinformation value corresponding to the personal information type).

In an embodiment, a “new” type of personal information is a type ofpersonal information that, at that time, the system server does notstore or otherwise have access to. A new type of personal informationmay be created and made available to the system server, therebypermitting the system server, e.g., to make that new type of personalinformation available to a user and/or to an advertiser.

In an embodiment, a new type of personal information may be created andmade available to the system server. For example, the system server maygenerate a user interface (e.g., that is used by a message device, by anadvertiser device, or by another device), and the user interface can beconfigured to receive (e.g., from a user, from an advertiser, from anoperator of the system server, from another entity) informationregarding the new type of personal information. For example, the userinterface can be configured to receive a description of the new type ofpersonal information (e.g., a string of text that describes the type,such as the string “How many hours a week do you use the web sitewww.Facebook.com?” or the string “Marital Status”).

The user interface can also be configured to receive additionalinformation regarding the new type of personal information. For example,the user interface can also be configured to receive informationdefining one or more manners (including format) of inputting a personalinformation value that corresponds to the new type of personalinformation. Such information that defines a manner may includeinformation that specifies, e.g.,

-   -   text entry (e.g., an indication that the personal information        value is input using alphanumeric characters);    -   numerical entry (e.g., an indication that the personal        information value is input using numeric characters);    -   a selection from among options (e.g., an indication that the        personal information value is input by a selection of one, or        any number including none, of a plurality of predefined options,        and a description of each of the plurality of predefined        options);    -   a selection of one or more points on an image (e.g., an        indication that the personal information value is input by a        selection of a point on an image, such as an image of a map, by        clicking on that point or otherwise selecting that point);    -   a selection of one or more areas of an image (e.g., an        indication that the personal information value is input by a        selection of an area on an image by dragging with a mouse,        clicking within the area or otherwise selecting an area); and    -   a combination of one or more of the above.

For example, for the new type of personal information “Marital Status”,the manner of inputting a personal information value that corresponds tothe type “Marital Status” could be a selection of one option from theoptions “Unmarried” and “Married”.

In an embodiment, additional information regarding the new type ofpersonal information can define one or more restrictions on the personalinformation value that is input. For example, if the manner is numericalentry, there may be a restriction that the personal information value bewithin a predetermined range (e.g., between two particular numbers,greater than a particular number, less than a particular number). Asanother example, if the manner is text entry, there may be a limit onthe number of alphanumeric characters that may be input. As anotherexample, if the manner is text entry, there may be a pattern that theinput alphanumeric characters must match.

In an embodiment, additional information regarding the new type ofpersonal information can define actions to take if the personalinformation value that is received is determined to violaterestrictions, or violate at least one of the restrictions. Examples ofsuch actions include the system server performing at least one of thefollowing:

-   -   provide a warning or alert (e.g., of the restriction that is        violated);    -   not accept the personal information value;    -   provide an opportunity to reenter the personal information        value; and    -   not accept the personal information value unless it is confirmed        (e.g., a user indicates acceptance of the personal information).

In an embodiment, the system server may be programmed or otherwisealtered to include one or more new types of personal information,including any information regarding the new types of personalinformation (e.g., description, manner of inputting values, restrictionson values, actions to take upon violation of restrictions). In anembodiment, the system server directly or indirectly receives the one ormore new types of personal information (including any informationregarding the new types of personal information) via a user interfacethat is used by a device. In an embodiment, another device (besides thesystem server) directly or indirectly receives the one or more new typesof personal information (including any information regarding the newtypes of personal information) via a user interface, and this otherdevice stores information regarding the new types of personalinformation, where such information is available for use by the systemserver. For example, in an embodiment, types of personal information arestored in a database accessible to the system server, and the databasecan be augmented by the other devices by adding one or more new types ofpersonal information to the database, making the new types of personalinformation available to the system server.

In an embodiment, an advertiser can enter a new type of personalinformation (e.g., using an advertiser device, by directing a thirdparty to use a device) and can enter a corresponding price for this newtype of personal information. The system server may provide this newtype of personal information and its price to users. For example, thesystem server may instruct one or more message devices to display thenew personal information type and the corresponding price, e.g., via apage in a web browser. In an embodiment, the price for the new type ofpersonal information is offered to users in exchange for the userentering a personal information value that corresponds to the new typeof personal information. In an embodiment, the price for the new type ofpersonal information is offered to users in exchange for the userentering a corresponding personal information value that is then used totarget an advertisement message to the user.

In an embodiment, a new type of personal information that is created byor received from an advertiser may be exclusively used (e.g.,indefinitely, until a predetermined time, only during predeterminedtimes) for that advertiser, and not for other advertisers. For example,the new type of personal information may not be made available to otheradvertisers, and other advertisers cannot target advertisements to usersbased on the new type of personal information. In an embodiment, theadvertiser can be charged for such exclusive use of a new type ofpersonal information.

In an embodiment, a new type of personal information that is created byor received from an advertiser may be used by some other advertisers orby all advertisers. For example, the new type of personal informationmay be made available to other advertisers, and other advertisers cantarget advertisements to users based on the new type of personalinformation. In an embodiment, the advertiser can be paid for creationof such a new type of personal information that other advertisers canuse.

In an embodiment, a user can enter a new type of personal information(e.g., using an email device, by directing a third party to use adevice). This user can also enter a corresponding price for this newtype of personal information. Such a price might define, e.g., theminimum amount that this user would have to be paid in exchange forentering a value corresponding to this new type of personal informationand allowing that value to be used, e.g., in targeting an advertisementmessage to the user (e.g., the minimum price to be paid in exchange forpermitting such an advertisement message to be sent to the user, theminimum price to be paid in exchange for the user opening such anadvertisement message, the minimum price to be paid in exchange for theuser clicking on or otherwise activating a link or other control in suchan advertisement message).

The system server may provide this new type of personal information andits price to advertisers. For example, the system server may instructone or more advertiser devices (or other devices) to display the newpersonal information type and the corresponding price, e.g., via a pagein a web browser. Advertisers may thereafter use this new type ofpersonal information, e.g., in targeting advertisements to users. Whendisplaying or otherwise providing the new personal information type toan advertiser, the advertiser can be informed that this type is a newtype. For example, an informative message may be displayed, or the newtype may be displayed differently (e.g., underlined, highlighted) thanother types of personal information.

The system server may store information regarding the creation of thenew type of personal information. For example, the system server maystore the user that created the new type and when the new type wascreated. The system server may make such information available, e.g., tousers, to advertisers. For example, when a user interface displays atype of personal information (e.g., via an email device, via anadvertiser device) the user interface may also indicate the user thatcreated the type (e.g., by displaying a textual name that the userentered to be an anonymous identifier).

In an embodiment, the system server may create a new type of personalinformation based on existing types of personal information. Forexample, the system server may employ one or more existing types ofpersonal information, and the responses of users and advertisers to suchexisting types, to predict and estimate responses to a new type ofpersonal information.

2.3. Removal of Types of Personal Information

In an embodiment, one or more types of personal information that, atthat time, the system server stores or otherwise has access to may be“removed”. The removed type of personal information would no longer bemade available to the system server, and the system server, e.g., wouldno longer make that removed type of personal information available to auser and/or to an advertiser.

In an embodiment, the removed type is, upon removal, not stored orotherwise known to the system server. In an embodiment, the removed typeis still stored or otherwise known to the system server, but the systemserver does not display the removed type, e.g., via user interfaces onadvertiser devices, via user interfaces on email devices.

In an embodiment, the system server determines that a particular type ofpersonal information should be removed. For example, the system servermay determine that a particular type of personal information should beremoved because that particular type is no longer useful. The systemserver may determine that a particular type of personal information isno longer useful based on, e.g., the number of users that do not input avalue corresponding to the particular type, the number of advertisersthat do not employ that particular type or values corresponding to thatparticular type in their advertisements.

In an embodiment, a new type of personal information may be introduced(e.g., “on trial”), and the new type may subsequently be removed (e.g.,after a predetermined period of time, upon concluding that theperformance of that new type is undesirable).

3. Prices of Personal Information

In an embodiment, for each of a plurality of personal information types,the system server calculates a price. The plurality of personalinformation types may be, e.g., all the types of personal informationthat are available to the system server. As another example, theplurality of personal information types may be selected by a user, ormay be selected by the system server.

Each of the prices can be displayed or otherwise output. For example,the system server may instruct an email device to display the pluralityof personal information types and the corresponding prices, e.g., in atable via a graphical user interface of the user's email account.

For example, with reference to FIG. 3 , the email device of a user maydisplay (e.g., in a window of a browser) the types and prices 300 below:

$3.00 ZIP CODE $2.05 NUMBER OF CHILDREN UNDER AGE 5 $1.50 EVER DIVORCED?

In an embodiment, the system server can determine the price of apersonal information type without reference to the user's correspondingpersonal information value that may be known or accessible to the systemserver. For example, the system server can determine the price of apersonal information type ‘zip code’ and display such price to a user,without reference to the user's actual zip code which is known to thesystem server to be “12345”. In other words, different users that havedifferent zip codes (even if those zip codes are known to the systemserver to be different) would still have displayed to them the sameprice for the type ‘zip code’.

In an embodiment, the system server can determine the price of apersonal information type and display such price to a user based on thecorresponding personal information value of the user that is known oraccessible to the system server (and, in an embodiment, based onpersonal information values that correspond to other types). Forexample, the system server may determine the price of a personalinformation type ‘zip code’ based on the user's actual zip code which isknown to the system server to be “12345”, and display such price to theuser. In other words, different users that have different zip codes (ifthose zip codes are known to the system server to be different) couldhave displayed to them different prices for the type ‘zip code’. Asanother example, the system server may determine, and display to theuser, the price of a personal information type ‘zip code’ based on (a)the user's actual zip code which is known to the system server to be“12345”, and (b) the user's actual age which is known to the systemserver to be fifty.

A price corresponding to a type of personal information can becalculated in different ways. With respect to a plurality of types ofpersonal information, each of the corresponding prices may be calculatedin the same way. Alternatively, the corresponding prices of differenttypes of personal information may be calculated in different ways.

In an embodiment, a price corresponding to a particular type of personalinformation can be calculated based on the respective prices of aparticular subset of advertisements (e.g., prices which advertisers willpay in exchange for advertisement messages having their respectiveadvertisements to be received by users matching the desired criteria).The particular subset can be determined in many ways. In an embodiment,the particular subset of advertisements includes only advertisementsthat have corresponding personal information values that match theparticular personal information type. For example, a price correspondingto the particular type of personal information ‘zip code’ can becalculated based on the respective prices of a particular subset ofadvertisements, in which each advertisement in the particular subset hasa corresponding personal information value such as “12345”, “11111”, and“33333” (i.e., a personal information value corresponding to the type‘zip code’). However, no advertisement in the particular subset fails tohave at least one value corresponding to the type “zip code” (e.g., theparticular subset would not include an advertisement with only the value“John Joseph Smith” of the ‘name’ type and the value “Jan. 1, 1980” ofthe ‘date of birth’ type).

In an embodiment, the price of a particular type of personal informationis determined based on the particular user (e.g., the user to which theprice is displayed or otherwise output), and the price can be calculatedbased on the user's personal information value that corresponds to theparticular type. For example, with respect to a particular user, a pricecorresponding to the particular type of personal information ‘zip code’can be calculated based on that particular user's personal informationvalue (e.g., the user's zip code “12345”).

As described above, a price corresponding to a particular type ofpersonal information can be calculated based on the respective prices ofa particular subset of advertisements. In an embodiment, the particularsubset of advertisements includes only advertisements that havecorresponding personal information values that match the personalinformation value of the particular user. For example, where the userhas a zip code “12345”, a price corresponding to the particular type ofpersonal information ‘zip code’ can be calculated based on therespective prices of a particular subset of advertisements, in whicheach advertisement in the particular subset has a corresponding personalinformation value “12345” (i.e. a personal information valuecorresponding to the user's personal information value for the same type‘zip code’). However, no advertisement in the particular subset fails tohave at least one value “12345” corresponding to the type “zip code”(e.g., the particular subset would not include an advertisement withonly the value “11111” of the ‘zip code’ type and the value “Jan. 1,1980” of the ‘date of birth’ type).

The respective price corresponding to each advertisement in theparticular subset of advertisements can be determined, e.g., byaccessing a database of advertisements and corresponding prices.

In calculating the corresponding price of the personal information typebased (in whole or in part) on the respective prices of the particularsubset of advertisements, the system server may employ all or less thanall of the respective prices. For example, the corresponding price canbe calculated to be the greatest of the respective prices of theparticular subset, the average of the greatest seven (or otherpredetermined number) of the respective prices of the particular subset,the average of the tenth through third (or other predetermined numbers)greatest of the respective prices of the particular subset, or the third(or other predetermined number) greatest of the respective prices of theparticular subset. Thus, the process by which advertisers submit pricesfor advertisements targeted to particular personal information valuescan essentially be considered an auction for those personal informationvalues.

In an embodiment, the system server may calculate a range of pricescorresponding to a particular type of personal information based on therespective prices of a particular subset of advertisements. For example,the lesser end of the range of prices can be calculated to be (i) thelowest price of the respective prices of the particular subset, (ii) thetenth (or any other predetermined ordinal number) lowest price of therespective prices of the particular subset, (iii) the average of the ten(or any other predetermined number) lowest of the respective prices ofthe particular subset, or (iv) the average of the tenth through third(or any other predetermined ordinal numbers) lowest of the respectiveprices of the particular subset. The greater end of the range of pricescan be calculated in an analogous manner with reference to greatestprices rather than lowest prices.

In an embodiment, the price of the personal information type is based onthe respective prices of the particular subset of advertisements (in anymanner described herein) and is also based on some amount of desirableprofit (e.g., to the owner of the system server). Thus, some of theamount that advertisers pay would be paid to another entity besides theuser. For example, where the corresponding price is calculated based onthe greatest of the respective prices (e.g., the greatest price, thegreatest five prices) of the particular subset, the price can be aportion (e.g., 90%) of such amount. For example, where the greatest fiveprices are $10, $10, $10, $10 and $10, the price may be set to be 90% of$10 (i.e. $9). In such an embodiment, an advertiser would pay $10, e.g.,to send a particular advertisement message to a user, and that userwould receive $9 for receiving that advertisement message. The remaining$1 could be paid to one or more other entities (e.g., a company thatowns the system server).

In an embodiment, the price of the personal information type is based onthe respective prices of the particular subset of advertisements (in anymanner described herein) and is also based on prices that users arewilling to accept for such advertisements. For example, where aparticular advertiser is willing to pay a particular price for aparticular advertisement, and where one or more users already meet thecriteria to receive such an advertisement, the price can be based on thelowest price willing to be accepted by any such users who already meetthe criteria. For example, if a particular advertiser is willing to pay$10 for a particular advertisement to be received by a male age 35-45 inzip code “12345”, and where several users have indicated that they aremales age 35-45 in zip code “12345”, the price can be based on thelowest price (e.g., the price can be $2 where two such users are willingto be paid just $2 for receiving an advertisement message, while theother users require more than $2 to receive an advertisement message).As another example, the price can be a weighted average of the lowestprice and one or more prices of the particular subset of advertisements.For example, assume that a first advertiser is willing to pay $10 for afirst advertisement to be received by a male age 35-45 in zip code“12345”, and a second advertiser is willing to pay $9 for a secondadvertisement to be received by a male age 35-45 in zip code “12345”.Also assume that several users have indicated that they are males age35-45 in zip code “12345”, and of such users the lowest they are willingto be paid for receiving an advertisement message is $2. The price canbe based on a weighted average of the $2 and $10 (e.g., the price can be90%*$2+10%*$10=$2.80).

The price corresponding to a particular type of personal information maybe a particular number (e.g., $3), a range of numbers, a percentage ofone or more other values (e.g., 20% more than the price without thistype of personal information), or another manner of calculating theprice.

Where the price an advertiser is willing to pay for an advertisement(the “advertiser's price”) is greater than the price which the user iswilling to be paid (the “user's price”) for that advertisement (e.g.,for receiving the advertisement, for reading the advertisement), theamount that the user is paid and the amount the advertiser pays can beset according to various methodologies. According to variousembodiments, (a) the advertiser pays the user's price and the user ispaid the user's price, (b) the advertiser pays the advertiser's priceand the user is paid the advertiser's price, (c) the advertiser pays theadvertiser's price and the user is paid the user's price, (d) theadvertiser pays the advertiser's price and the user is paid an amountbetween the advertiser's price and the user's price, (e) the advertiserpays an amount between the advertiser's price and the user's price andthe user is paid that amount, or (f) the advertiser pays an amountbetween the advertiser's price and the user's price and the user is paida price less than that amount.

In an embodiment in which the amount the user is paid for theadvertisement is less than the amount the advertiser pays for theadvertisement, the difference between the two amounts could be paid toone or more other entities (e.g., a company that owns the systemserver).

In an embodiment, in addition to a price, an advertisement includes acorresponding maximum amount. The maximum amount defines the most thatthe advertiser is willing to pay for the advertisement. For example, themaximum price may be $100, and accordingly the advertiser is willing topay no more than $100 for the advertisement. In an embodiment, themaximum price also includes a time period, and the maximum amountdefines the most that the advertiser is willing to pay during a timeperiod for the advertisement. For example, the maximum price may be $100and the time period may be “each month”, and accordingly the advertiseris willing to pay no more than $100 per month for the advertisement.

In an embodiment, where there is a maximum amount and once theadvertiser has paid, or has become obliged to pay, the maximum amount,the system server thereafter prevents the advertisement from incurringfurther payments (e.g., by preventing the advertisement from being sentto users, by preventing the advertisement from being used as a basis forcalculating prices for personal information). For example, where themaximum amount for an advertisement is $100 per month, and once $100 hasbeen paid (or has been obliged to be paid) for the advertisement duringa particular month, the system server can prevent the advertisement fromaccruing further charges (e.g., by thereafter preventing theadvertisement from being sent to users during the month).

4. User Control of Personal Information

In an embodiment, a user can manage how his personal information isutilized, e.g., by the system server and by advertisers. For example, auser interface used by an email device or by another device can permitthe user to:

-   -   enter values for certain types of personal information;    -   make those values of personal information available to the        system server;    -   make other values of personal information (besides values        entered via the user interface) available to the system server;    -   permit some or all values of personal information to be used by        (released to) advertisers (e.g., for purposes of targeting        advertisements to certain users based on the personal        information of those users), even if such values are not        available to advertisers (e.g., the advertisers do not actually        receive the values, the advertisers receive but cannot actually        read or understand the values, the advertisers cannot associate        a user's values with a user, the advertisers cannot determine        that two or more values for a user are for the same user);    -   permit some or all values of personal information to be made        available to advertisers;        and/or    -   display (or otherwise output) information regarding any or all        of the above (e.g., display types of personal information for        which a corresponding value has been entered, display types of        personal information for which a corresponding value has not        been entered, display values of personal information that have        been entered, display values or types of personal information        that have been released, display values or types of personal        information that have not been released).

In an embodiment, the user interface may be generated or directed by thesystem server and displayed on the message device (e.g., via a browseror other application running on the message device). In an embodiment,the user interface may be generated by an application running on themessage device.

4.1 Entering Personal Information

In an embodiment, a user interface, such as a graphical user interfaceused by an email device or other message device, permits a user to entervalues corresponding to certain personal information types and/or toview additional information regarding personal information. In anembodiment, the user interface manages information of a particular user(e.g., a user corresponding to an email account, where the email accountis accessible from the user interface). In an embodiment, such a userinterface is generated by an email device, but any other device maygenerate such a user interface. In an embodiment, such a user interfaceincludes, or is a part of the user interface that directs the operationof, an email account or performs functions of an email account (e.g., auser interface of a Webmail program such as Google Gmail). In anembodiment, the user interface does not direct the operation of an emailaccount and does not perform functions of an email account. For example,such a user interface could permit a user to enter values for personalinformation into an personal information account, and such a personalinformation account need not be a part of or affiliated with any emailaccount or message account (though such a personal information accountand the personal information values stored could nevertheless be used,e.g., to direct advertisement emails to a particular email account ofthe user).

In an embodiment, the user interface can perform some or all of thefollowing:

-   -   a. Display which types of personal information are being        solicited. For example, the user interface can display (or        otherwise output) a description of one or more types of personal        information, such as all types stored by or accessible to the        system server.    -   b. Display a subset of the types of personal information. For        example, the user interface can display the types that meet        certain criteria, such as the types that are newly added, the        types that are popular, the types that meet criteria input by a        user.    -   c. Display types of personal information for which a        corresponding value has been entered. For example, with respect        to a user, for each of a plurality of types of personal        information (e.g., all personal information types stored by or        accessible to the system server), the user interface can display        (or otherwise output) the types of personal information for        which corresponding values of the user have been entered (or        otherwise made available) by the user or otherwise. In an        embodiment, the user interface can display the types of personal        information for which corresponding values have not been entered        (or otherwise made available) as well as the types for which        corresponding values have been entered (or otherwise made        available), in which the types for which corresponding values        have been entered or made available can be highlighted or        otherwise distinguished from the types for which no        corresponding values have been entered or made available. In an        embodiment, the values that have been entered or made available        are also displayed (e.g., adjacent to the corresponding types).    -   d. Display types of personal information for which a        corresponding value has not been entered. For example, with        respect to a user, for each of a plurality of types of personal        information (e.g., all personal information types stored by or        accessible to the system server), the user interface can display        (or otherwise output) the types of personal information of the        user for which corresponding values have not been entered (or        otherwise made available) by the user or otherwise. In an        embodiment, the user interface can display the types of personal        information for which corresponding values have not been entered        (or otherwise made available) as well as the types for which        corresponding values have been entered (or otherwise made        available), in which the types for which no corresponding values        have been entered or made available can be highlighted or        otherwise distinguished from the types for which corresponding        values have been entered or made available.    -   e. Display values of personal information that have been        entered. For example, with respect to a user, the user interface        can display (or otherwise output) the values of personal        information of the user that have been entered (or otherwise        made available) by the user or otherwise. For such values, the        user interface may also display the personal information types        corresponding to the values (e.g., the type ‘zip code’ for the        entered value “12345”).    -   f. Display values or types of personal information that have        been released. For example, with respect to a user, the user        interface can display (or otherwise output) the values of        personal information of the user that have been released (made        available for use in targeting advertisements, such as by        associating an advertisement with one or more values of personal        information, in which such values define a destination for the        advertisement) and/or the corresponding types for which values        have been released.    -   g. Display values or types of personal information that have not        been released. For example, with respect to a user, the user        interface can display (or otherwise output) the values of        personal information of the user that have not been released        and/or the corresponding types for which values have not been        released. In an embodiment, a value of personal information of        the user can have been entered (or otherwise made available to        the system server) but not released. For each such value or        type, the value (if entered though not released) may also be        displayed.    -   h. Permit personal information values to be entered and/or        changed. For example, with respect to a user, for each of a        plurality of types of personal information (e.g., all personal        information types stored by or accessible to the system server),        the user interface can display (or otherwise output) (i) the        types of personal information for which corresponding values of        the user have been entered (or otherwise made available) by the        user or otherwise, as well as (ii) the types of personal        information for which corresponding values of the user have not        been entered (or otherwise made available). For a type for which        there is no entered value, there can be an input control (e.g.,        adjacent to an output control that describes the type) that        permits the user to enter a value corresponding to the type.        Entered values can be changed, e.g., by the user entering        different values in input controls. An input control that        permits a value of a personal information to be changed may        display the value before the change, or may be adjacent to a        control that displays the value before the change.    -   i. Permit personal information values that are entered to be        released. For example, with respect to a user, for each of a        plurality of types of personal information (e.g., all personal        information types stored by or accessible to the system server),        the user interface can display (or otherwise output) (i) the        types of personal information for which corresponding values of        the user have been entered (or otherwise made available) by the        user or otherwise, as well as (ii) whether such a corresponding        value has been released.    -   j. Permit entry of a personal information value for any type        that is displayed or otherwise output. In an embodiment, for        each type of personal information that the user interface        outputs, a corresponding value for that type may be entered,        e.g., via an input control adjacent to a description of that        type.        and/or    -   k. a combination of some or all of the above

In an embodiment, the user interface performs a plurality the functionsdescribed above and provides one or more controls at the same timeand/or via the same display. For example, the user interface cancomprise a first plurality of output controls that display types ofpersonal information for which a corresponding value has been entered,and a second plurality of output controls that display values or typesof personal information that have not been released, in which bothpluralities of output controls are displayed simultaneously.

In an embodiment, the user interface performs a plurality of thefunctions described above and provides one or more controls at differenttimes. For example, the user interface can display a first plurality ofoutput controls that display types of personal information for which acorresponding value has been entered, and then after displaying thefirst plurality display a second plurality of output controls thatdisplay values or types of personal information that have not beenreleased.

In an embodiment, the user interface performs each of the above uponrequest. For example, a command (e.g., which is initiated by using amenu item or a button on a graphical user interface) to display whichtypes of personal information are being solicited can be received by theinterface, and in response the user interface can display (or otherwiseoutput) the types of personal information being solicited.

In an embodiment, the user interface provides predetermined choicesregarding the above, permitting the user to select one or more of thechoices. For example, the user may be provided with three choices (e.g.,release all, release none, release only demographics) and selection ofany of the choices controls the release of values that have been enteredor that are otherwise available to the system server.

In an embodiment, the user interface permits the user to specify thatall personal information values, or all personal information values thathave not but will be entered, will be released for only a limited timeand thereafter will be automatically withdrawn. For example, the userinterface may permit the user to make all (or certain) personalinformation values available for a predetermined time (e.g., the nextday, the next sixty seconds), and thereafter automatically withdrawthose personal information values and/or render those personalinformation values inaccessible to the system server. As anotherexample, the user interface may permit the user to make all (or certain)personal information values available for use in a predetermined numberof email advertisements (e.g., one email advertisement), and thereafterautomatically withdraw those personal information values and/or renderthose personal information values inaccessible to the system server.

The system server may manage the availability and release of personalinformation values according to the selected option. For example, wherethe user has specified that all personal information values areavailable for the next sixty seconds, the system server automaticallywithdraws the personal information values after sixty seconds haselapsed.

In an embodiment, the user may be provided with a reminder based onpersonal information values which have not been entered, or which areavailable to the system server but have not been released. For example,a graphical user interface used by an email device may display to a usera message indicating which personal information values have not beenentered, and/or indicating an amount of payment the user would receivein exchange for releasing certain values that have not been released.Such reminders may be provided to the user, e.g., via a message, via adisplay in a graphical user interface.

In an embodiment, a plurality of devices provide the functions of theuser interface that permits a user to enter values corresponding tocertain personal information types and/or to view additional informationregarding personal information. For example, the user may employ a firstdevice to enter some personal information values, and may also (perhapsat a different time) employ a second device to enter additional personalinformation values. In an embodiment, the user may enter personalinformation values by employing (a) an email device (e.g., a personalcomputer or other device which provides access to a Webmail account)which generates a first user interface (e.g., a graphical user interfacewithin a web browser), and also (b) a second device (e.g., a cellulartelephone) which generates a second user interface (e.g., a text-onlyuser interface that permits selection of options and entry ofalphanumeric characters). The user may employ the first user interfaceand the second user interface to enter personal information values atdifferent times. For example, the user may employ the first userinterface to enter personal information values while at home and employthe second user interface to enter personal information values whiletraveling.

4.2 Permitting Personal Information to be Received

A user interface, such as a user interface as described above whichpermits entry of personal information, can be used to permit values forcertain personal information types to be received (e.g., by the systemserver) or otherwise made available (e.g., to the system server). Insuch an embodiment, the system server may access personal informationvalues of a user without such values being entered by the user, (orwithout such values being entered by the user again, where the user haspreviously entered values, e.g., into another system) and such valuesmay be used, e.g., to target advertisement messages to the user. Such auser interface can also permit a user (or other entity) to viewadditional information regarding personal information.

In an embodiment, the user logs in, provides credentials (e.g., username, password, identity codes, social security number), providesauthorization (e.g., provides certain statements as required by law orregulation) or otherwise establishes that he is authorized to makecertain personal information values available to the system server. Themanner of establishing that a user is authorized to make certainpersonal information available to the system server may be different fordifferent data sources. For example, a user might provide certaincredentials (e.g., a first user name and a first password) with respectto a first data source (e.g., a web site) and might provide a particulartype of authorization (e.g., provide a set of information andacknowledgments appropriate for a doctor to release the user's medicalrecords to the system server) with respect to a second data source.

In an embodiment, the user provides identifying information (e.g.,information sufficient to establish the identity of the user) so thatinformation about the user can be obtained from a data source. Forexample, a data source may include publicly-available information abouta user (e.g., whether the user has been named as a party to a bankruptcyproceeding), but the data source does not require authorization orpermission from the user in order to obtain such information about theuser. The identifying information (e.g., full name of the user and allpresent and past addresses) may be used to search for publicly-availableinformation about that user (e.g., to search for any bankruptcyproceedings against a party with that name and one of the addresses).

Personal information can be obtained (e.g., by the system serverdirectly or indirectly) from different types of data sources. In anembodiment, the system server establishes a session with a device (e.g.,with a system server that stores particular records), the system serverprovides appropriate authorization information to the device, and thesystem server receives information from the device.

The following are some examples of data sources:

-   -   the user's computer or other device;    -   web sites, such as social networking sites and e-commerce sites,        which may store users' accounts with the web site and/or users'        activities using the web site;    -   credit card companies, which store records of transactions made        with users' credit card accounts;    -   government entities, such as a department of motor vehicles,        social security administration, passport agency, which may store        a variety of information about users, including a mechanism        (e.g., a driver's license number, a passport code) that uniquely        identifies a user or that can be used in uniquely identifying a        user;    -   doctors, hospitals and other medical services providers, which        can store medical records of users;    -   repositories of tax forms or tax-related information (e.g., from        Quicken, from TurboTax) of users;    -   land records indicating taxes due to be paid by a user and/or        taxes paid by a user;    -   professional associations and other associations, which can        provide verification of a user's membership in an association;    -   ISPs which store records of various Internet-related activities        of a user;    -   telecommunications companies, which may store activity (e.g.,        phone activity) and/or charges (e.g., phone charges) of users;    -   pharmacy records, which can store prescription information of        users;    -   merchants, which can store users' accounts with the merchant        and/or users' purchases and other activities with the merchant;    -   online music stores and media stores, which can store users'        downloads from the store;    -   town, state, federal records on information such as marriage,        divorce, birth certificates of users or their families;    -   email accounts and other message accounts, which can store        records of various email activity/message activity of users;    -   GPS devices (e.g., from phones, cars, laptops) and other devices        which can store location information of users;    -   hotels which may store records of dates and locations of visits        of users;    -   airlines, bus companies, rental car companies, other        travel-related companies which may store dates and locations of        users' itineraries;    -   contacts, e.g., from an electronic source such as Microsoft        Outlook, Google Gmail, or a stored set of names and numbers on a        cellular phone, which store mailing address, phone number, email        address, company and/or other information about users' friends,        acquaintances, colleagues and others;

For example, the user may permit his web usage activity and his web siteusage activity to be available. In an embodiment, a Webmail system isintegrated with or communicates with one or more other systems such asonline shopping systems, online news systems, blogs, and other systemswhich can monitor or otherwise record some or all activities of the useron the Web. In such an embodiment, the Webmail system can receiveauthorization from the user to record (and/or make such personalinformation values available to the system server) activities such aswhich particular web sites the user visits, the amount of time the userspends at particular web sites, and what online purchases the usermakes.

4.3 Integrity of User Information

In an embodiment, one or more mechanisms may be employed to prevent,minimize or deter certain actions regarding the entry by the user ofpersonal information values. For example, the system server may(directly or indirectly) validate or attempt to validate personalinformation values entered by a user. For example, the system server maycompare a personal information value entered by a user with otherinformation (e.g., one or more other personal information values)entered by the user or otherwise available to the system server (e.g.,from an external data source) to ascertain the consistency or relativelikelihood of consistency of the personal information value.

In an embodiment, the system server may (directly or indirectly)prohibit, minimize or deter frequent changes in the values of personalinformation. For example, the system server may prevent changes, e.g.,to the value of the ‘zip code’ type of a user, such that the value maynot be changed more than a predetermined number of times in apredetermined time period (e.g., the value of the ‘zip code’ type may bechanged no more than five times per year). The system server may, e.g.,prevent changes in a value from being made based on the number ofchanges made by the user (and/or by other users) within a predeterminedtime period.

In an embodiment, the system server may warn the user based on thefrequency of changes in a value of a personal information type of theuser. For example, the system server may provide the user with a warning(e.g., via an email, via a display in a window of a graphical userinterface), with the number of previous changes, and/or with the numberof permitted changes (e.g., that only two more changes in the next sixmonths will be permitted).

In an embodiment, the system server may store information regarding thefrequency of changes. Such information may be used by advertisers totarget advertisement messages to users. For example, an advertiser mayspecify that an email advertisement is to be sent only to users withvalue “12345” of the ‘zip code’ type, and only if that value has notbeen changed recently, or has not been changed more than four times inthe last six months.

With respect to all of the above embodiments, the system server mayperform its actions based on the type of personal information. Forexample, the user may be permitted to change the value of the zip codetype up to four times per year, but may change the value of other typesmore frequently.

In an embodiment, where there is a delay before the system serverpermits a value of a personal information type to be changed, there canbe a series of delays, such as a series of delays of increasingduration, between subsequent changes. For example, for a value of “zipcode”, the user may be permitted to change the value immediately, butafter such a change the user would not be permitted to change the valuefor another week, and then if such a change were made within a week (ora small amount of time within a week), then the user would not bepermitted to change the value for another month.

With respect to all of the above embodiments, rather than prevent achange in a personal information value, the system server may insteadpermit a change but prevent that (new) value from being used foradvertisers to target advertisement messages, and/or prevent the userfrom otherwise being paid based on the (new) value. In such anembodiment, once a changed value is permitted to be so used (e.g., afterexpiration of a time period for delay in using changes to that value),the changed value, which has been entered and stored, may thereafter beso used automatically (without requiring further action from the user).The user may be so notified of such automatic conversion (e.g., afterthe expiration of a time period for delay).

In an embodiment, there can be a maximum number of times that certainvalues of personal information are permitted to be changed. For example,the system server may prevent more than four changes to the value of the‘gender’ type or to the value of the ‘date of birth’ type. In anembodiment, the system server may warn the user based on the changes ina value of a personal information type. For example, the system servermay provide the user with a warning (e.g., via an email, via a displayin a window of a graphical user interface), with the number of previouschanges, and/or with the number of permitted changes (e.g., that onlytwo more changes will be permitted).

In an embodiment, for each of a plurality of values of personalinformation, the system server instructs the message device to display aplurality of personal information types and the corresponding prices,e.g., via a page in a web browser, via another application. The pricemay be based on the personal information value (e.g., $1 for zip code“12345” and $2 for zip code “11111”), or may not (e.g., $1 for entry ofany street address).

In an embodiment, the system server may delay revealing the price for atype or for a value of a type, e.g., until a predetermined time afterthe user enters a value for that type. The delay, and whether there isany delay at all, can be based on the type of personal informationand/or based on the value of the type of personal information (e.g., thevalue entered previously by the user or otherwise accessible by thesystem server).

4.4 Managing Advertisement Messages

In an embodiment, a user can manage various preferences and functionsrelated to advertisement messages. For example, a user interface used byan email device or by another device can permit the user to enter any ofvarious preferences described herein, which preferences are received bythe system server and can be used by the system server in performingcertain actions related to advertisement messages (e.g., performing theactions in accordance with the preferences). In an embodiment, suchpreferences of a user can be considered personal information andemployed by the system server, e.g., for use in targeting advertisementmessages to the user.

In an embodiment, the user interface can permit the entry of a maximumnumber of advertisement messages (including a maximum of zero, whichmeans no such advertisement messages) to be received per time period(e.g., no more than ten advertisement messages per day, no more thanfive advertisement messages between 9:00 AM and 5:00 PM during workdays).

In an embodiment, the user interface can specify time periods duringwhich advertisement messages may be received (e.g., only during thehours of 11:30 AM and 1:00 PM, anytime except during the hours of 9:00AM and 10:00 AM).

In an embodiment, the user interface can permit the entry of a maximumnumber of advertisement messages (including a maximum of zero, whichmeans no such advertisement messages) having certain characteristics tobe received per time period. The user interface may permit entry orspecification of the characteristic. One such characteristic is thevalue to the user (e.g., price paid to the user) of the advertisementmessage, such as the amount the user is paid (e.g., by the systemserver) in exchange for receiving an advertisement message, for openingan advertisement message, or for clicking on or otherwise activating alink or other control in an advertisement message. There may be aplurality of such values, e.g., one amount that the user is paid inexchange for receiving an advertisement message, and another amount thatthe user is paid in exchange for opening an advertisement message, andanother amount that the user is paid in exchange for clicking on orotherwise activating a link or other control in an advertisementmessage, and another amount that the user is paid in exchange foraccessing a web site specified in the advertisement message. Thus, theuser interface can permit the entry of a maximum number of advertisementmessages having certain values to be received per time period (e.g., nomore than five advertisement messages for which, when received, the useris paid less than $1 each, no more than twenty advertisement messagesfor which, when opened, the user is paid between $3 and $5 each).

The value to the user (e.g., price paid to the user) of an advertisementmessage may be a particular number (e.g., $3), a range of numbers, apercentage of one or more other values (e.g., 20% more than the value ofanother advertisement message), or another manner of calculating thevalue.

Another such characteristic of an advertisement message is the source ofthe advertisement message (e.g., the entity that sends the advertisementmessage, or the entity on whose behalf the advertisement message issent). The user interface can permit the entry of a maximum number ofadvertisement messages from certain sources or from certain categoriesof sources (e.g., no more than three advertisement messages from companyXYZ, no more than six advertisement messages from a car company, noadvertisement messages at all from a company that sells children'sgoods). The user interface can permit the entry of a maximum number ofadvertisement messages per time from certain sources or from certaincategories of sources (e.g., no more than three advertisement messagesper day from company XYZ, no more than six advertisement messages permonth from a car company).

In an embodiment, the user interface can permit combinations offunctionality such as the functionality described above. For example,the user interface can permit the entry of a maximum number ofadvertisement messages per time having certain values and being fromcertain sources or from certain categories of sources (e.g., no morethan three advertisement messages per day from a car company for which,when received, the user is paid less than $1 each; no more than fiveadvertisement messages between 9:00 AM and 5:00 PM during work days forwhich, when received, the user is paid less than $1 each).

In an embodiment, the user interface can permit the entry of a maximumnumber of advertisement messages to be received, or to be received pertime period, based on certain characteristics (whether or not those arecharacteristics of the advertisement messages). One such characteristicis the total value received by or receivable by the user, or the totalvalue received by or receivable by the user per time period. Forexample, the total amount received by the user can be, or can be basedon, the sum of all amounts that the user has been paid (e.g., forreceiving and for opening advertisement messages, and clicking on linksin advertisement messages). As another example, the total amountreceived by the user per time period can be, or can be based on, the sumof all amounts that the user has been paid (e.g., for receiving and foropening advertisement messages) during a time period or that the userhas been paid for activities (e.g., receiving and opening advertisementmessages) during a time period, though payment may have been madeoutside that time period. Accordingly, the user interface can permit theentry of a maximum number of advertisement messages to be received, orto be received per time period, based on the total value received by orreceivable by the user (e.g., no more than twenty advertisement messagesif the total value received by the user is less than $10, no more thanfive advertisement messages per day if the total value received by theuser is between $15 and $20). The user interface can permit the entry ofa maximum number of advertisement messages to be received, or to bereceived per time period, based on the total value received by orreceivable by the user per time period (e.g., no more than twentyadvertisement messages if the total value received this week by the useris less than $10, no more than five advertisement messages per day ifthe total value received this month by the user is between $15 and $20).

In an embodiment, a value is receivable by the user if, at a particulartime, such value has not actually been paid to the user but the valuewould be received by the user once the user performs a particular actionwith respect to an advertisement message (e.g., the user clicks on alink that is included in an advertisement message, the user opens anemail advertisement that has already been sent to the user's emailaccount).

In an embodiment, the user interface can permit outputting of otherinformation regarding email advertisements of all users, emailadvertisements of some users and/or email advertisements of one user.Such information may be determined by the system server from recordedactivity regarding email advertisements for the user and/or emailadvertisements for other users.

For example, the user interface can output (e.g., display in text or ingraphical form) information regarding past usage of advertisementmessages (e.g., how many advertisement messages have been received bythe user, how many advertisement messages have been opened by the user,how many advertisement messages had links or other controls that theuser clicked on or otherwise activated, how many advertisement messageshave been received but not opened by the user, the total number ofadvertisement messages that have been opened by all users). Such pastusage that the user interface outputs may be all past usage, or usageduring one or more periods of time (e.g., usage in the last year, usagebetween one year ago and two years ago, another period of time selectedby the user, usage each month of the last six months).

As another example, the user interface can output (e.g., display in textor in graphical form) information regarding the total value received orreceivable (e.g., by a user, by some users, by all users), or the totalvalue received by or receivable by the user per time period. Forexample, the user interface can display the total value received by auser (e.g., in exchange for anything related to advertisement messages,in exchange for receiving advertisement messages, in exchange foropening advertisement messages). The user interface can display thetotal value which is receivable by a user (e.g., receivable due to theuser's received but unopened advertisement messages)

4.5 Withdrawal of Personal Information

In an embodiment, a user interface can direct that certain values ofpersonal information are to be withdrawn, and thus those withdrawnvalues are no longer released to advertisers. For example, a withdrawnvalue may not be used as a basis for targeting advertisement messages tousers.

In an embodiment, a user interface that permits values of personalinformation to be withdrawn also permits values of personal informationto be entered or otherwise permits values of personal information to bemade available to the system server.

In an embodiment, a withdrawn value may remain stored, e.g., by thesystem server, in a database that is accessible to the system server.

In an embodiment, a withdrawn value may be rendered inaccessible to thesystem server. For example, the value may be removed from the systemserver's database, or the system server may be prevented from accessingthat value (e.g., where the value is stored on another device which thesystem server may have access to), or the system server may be preventedfrom interpreting that value (e.g., where the value is encrypted and thesystem server cannot or does not decrypt the value).

In an embodiment, in order to effectuate such withdrawal of one or morevalues (e.g., values selected by the user via the user interface) ofpersonal information, the user interface can, e.g., send a command thatdirects the system server to stop targeting advertisement messages usingthose values. In response to receiving the command, the system servermay disregard those values of personal information in targetingadvertisement messages to users.

In an embodiment, the user interface permits one or more values to beselected by the user. For example, the user interface may display a listof personal information values that the user has entered or otherwisemade available to the system server. The user interface may also displaythe corresponding types of personal information, e.g., in which eachtype is displayed adjacent to the corresponding value. Selected typesmay then be, e.g., withdrawn or released, such as by a single action viaa mouse or other input device.

In an embodiment, the user interface permits a group of values or allvalues to be withdrawn or to be released. For example, a single actionsuch as a mouse click on a button of the user interface can initiate thewithdrawal of all values of personal information.

In an embodiment, the user interface can output an indication of, foreach of a plurality of types of personal information, whether acorresponding personal information value has been released, has not beenreleased, has been entered but not released, has not been entered. Forexample, a type for which a corresponding personal information value hasbeen released may be displayed via the user interface differently (e.g.,in a different font or color) than a type for which a correspondingpersonal information value has been entered but not released.

In an embodiment, the user interface can output a history of withdrawalsof values. For example, the user interface can display the dates andtimes at which, for a type of personal information, a correspondingvalue was released and withdrawn.

In an embodiment, a value that is withdrawn may nevertheless remainstored by or otherwise accessible to the system server. In anembodiment, a value that is withdrawn may be erased from the systemserver's storage (if it is stored by the system server) or may beotherwise rendered inaccessible to the system server (e.g., the systemserver may no longer be permitted to access that value where it isstored on a remote device). In an embodiment, a value that is withdrawnmay be rendered inaccessible to the system server by encrypting thevalue. In an embodiment, a value that is withdrawn may be renderedinaccessible to the system server by preventing the system server fromdecrypting the value where the encrypted value is accessible to thesystem server (e.g., stored in a database that is accessible to thesystem server).

In an embodiment, a value that is encrypted may be decrypted with a“key” (e.g., a particular sequence of bits, numbers or characters). Thekey for an encrypted value may be stored in a manner that permits theuser to (partially or completely) control the key. For example, the keymay be stored on a user's device (e.g., on a user's computer, on auser's mobile phone, on a user's email device), or may be accessible viaan account (e.g., an email account) of the user.

In an embodiment, the user can send the key to the system server, or candirect that the key is sent to or made available to the system server,thereby permitting the system server to decrypt the value. The systemserver may have the capability to access the stored key (e.g., where itis stored in a separate database that the system server can access) butmust obtain authorization to access the stored key, and/or the systemserver's accesses to the key is recorded and/or audited, which can deterunauthorized accesses.

In an embodiment, the system server records, tracks and processes dataregarding withdrawal and/or release of information by users. Forexample, for each user and/or for all users, the system server maydetermine, based on data regarding withdrawal and release of personalinformation values by users, data such as the following:

-   -   The average time between a user releasing a value and then        withdrawing that value;    -   The average time between a user entering a value and then        releasing that value;    -   The values and/or corresponding types of personal information        that are withdrawn.

Potential revenue that is lost when withdrawal of personal informationvalues prevents certain revenue from being made (e.g., by targetingadvertisement messages to the user).

Potential revenue to be regained if certain personal information valuesare released again.

Targeting capabilities lost (e.g., by advertisers) when certain personalinformation values are withdrawn.

Correlation of actions and events that lead users to withdraw personalinformation values (e.g., upon receiving advertisement messages that arerated low, that are from certain advertisers or categories ofadvertisers, or that are generally unwanted).

Correlation of actions and events that lead users to release personalinformation values (e.g., amount of payment required, advertisementmessages opened or received, changes in email activity).

Such data can be determined for various time periods (e.g., at alltimes, over the last year, over the last month).

5. Payments

In an embodiment, a user is paid (e.g., directly or indirectly by thesystem server) in exchange for various activities, such as receiving oropening advertisement messages. Determining that the user is due payment(e.g., because the user has performed an activity that earns the user apayment) may be performed in any of a number of manners and may beperformed by any of various devices.

In an embodiment, an advertisement message includes data that indicatesthat the message is an advertisement message, and thus devices thatreceive, open or otherwise process the message may determine from thisdata that the message is an advertisement message. For example, amessage may be determined to be an advertisement message because themessage includes:

-   -   (i) a predetermined sequence of numbers (e.g., “123456789”);    -   (ii) a predetermined sequence of alphanumeric characters (e.g.,        “WXYZ”);    -   (iii) a predetermined pattern of numbers (e.g., a twenty digit        sequence that begins with “12345”);    -   (iv) a predetermined pattern of alphanumeric characters (e.g., a        sequence that begins with “<ABC>” and ends with “</ABC>”);    -   (v) a predetermined sequence or pattern of numbers or characters        at a predetermined location in the message (e.g., starting after        a particular portion of the message, starting before a        particular portion of the message).

In an embodiment in which the user is to be paid a particular price inexchange for receiving a particular advertisement message, the messagedevice of the user may determine that the particular advertisementmessage was received. For example, the message device may executesoftware (e.g., an email client application) that detects when messagesare received, and such software also determines that a received messageis an advertisement message.

Similarly, in an embodiment, an email server or other device besides themessage device of the user may receive a message destined for themessage device of the user, and may determine that the particularadvertisement message was received and is addressed to the user. Forexample, messages destined for the message device of the user may alsobe received and/or processed by devices such as an email server of anemail hosting company, an email server of a Webmail system, or a serverthat processes SMS messages for a set of users. Such a device mayexecute software that detects that messages are received, and suchsoftware also determines that a received message is an advertisementmessage.

In an embodiment, the system server sends, or directs another device tosend, advertisement messages to one or more user devices on behalf ofone or more advertisers. For example, in an embodiment, the systemserver receives, from an advertiser device, a plurality ofadvertisements and at least one corresponding personal information valuefor the advertisement. The system server then sends (or has sent) theadvertisement in an advertisement message to users who have personalinformation values that match those personal information values.Therefore, the system server can readily determine which users were sentthe advertisement messages, and such advertisement messages may beconsidered received by those users.

In an embodiment in which the user is to be paid a particular price inexchange for opening a particular advertisement message, the messagedevice of the user may determine that the particular advertisementmessage was opened. For example, the message device may execute software(e.g., an email client application) that detects when messages areopened, and such software also determines that an opened message is anadvertisement message.

Similarly, in an embodiment, a Webmail server, an email server oranother device besides the message device of the user may determine thata message was opened and that the message was an advertisement message.For example, when a message is opened by the message device of the user,the message device may inform a device (e.g., an email server of anemail hosting company, an email server of a Webmail system, or a serverthat processes SMS messages for a set of users) that the message wasopened (e.g., so the message can be marked as ‘read’ rather than‘unread’). Such a device may also determine that a received message isan advertisement message.

In an embodiment, advertisement messages can be sent with an option thatthe advertisement message, when opened, triggers the generation of anindication by the message system that the advertisement message wasread. For example, many email systems such as Microsoft Outlook permitan email message to be sent with an option that, when the email isopened, the email system that opened the email generates an emailmessage (a “receipt”) back to the sender informing the sender that theemail message was read. Thus, advertisement messages may similarly besent with such an option, so that when the advertisement message isopened, the system server may receive a receipt.

In an embodiment in which the user is to be paid a particular price inexchange for clicking on or otherwise activating a link or other controlin a particular advertisement message, the message device of the usermay determine that such control was activated. For example, the messagedevice may execute software (e.g., an email client application) thatdetects when hyperlinks in messages are clicked on, and such softwarealso determines that an opened message is an advertisement message.

In an embodiment, clicking on or otherwise activating a link or othercontrol in a particular advertisement message may direct a softwareapplication on the message device to be executed. When executed, thesoftware application can determine which control of the advertisementmessage was activated (e.g., because a unique identifier was provided tothe software application) and can inform another device that theparticular control was activated (e.g., by sending a message to a devicesuch as the system server).

In an embodiment, clicking on or otherwise activating a link or othercontrol in a particular advertisement message may direct the messagedevice to communicate with a particular device or to access particularinformation. For example, clicking on a link may direct a web browser onthe message device to access a particular web site (e.g., via a URLstored in the advertisement message) and to pass information to the website (e.g., information embedded in the URL). The web server running theweb site thus can determine (e.g., from the information passed via aURL) that a particular control was activated, and can inform anotherdevice that the particular control was activated (e.g., by sending amessage to a device such as the system server).

The user may be paid in any of a number of ways. For example, the usermay have payment credited to an account. Such an account may be anaccount maintained by a third party, e.g., a bank or credit cardcompany, and may include, for example, a savings account, a checkingaccount, or a credit card account. Such an account may be maintained bythe system server, and may be, e.g., only credited by those paymentsthat the user receives in exchange for advertisement messages. In anembodiment, the account is only usable for payment to the user, and isnot usable for payments to others.

An account may be designated in any of a number of manners (e.g., bynumerical identifiers that specify a bank and an account number at thatbank).

The system server may increase the balance of an account. For example,where the account is maintained by a third party, the system server mayincrease the account balance by transferring payment to the account(e.g., by wire transfer to a savings account, by posting a credit to acredit card account).

In an embodiment, the user may, when desired, utilize the balance of theaccount (e.g., an account maintained by the system server) to obtainfunds (e.g., receive a check, credit a credit card account, or credit achecking account), and the user specifies the amount of the funds (e.g.,any amount equal to or less than the current balance of the account).

In an embodiment, the user is restricted in when he may utilize thebalance of the account to obtain funds. For example, the user may berestricted to withdrawing funds only in certain amounts (e.g., only inmultiples of $25, and thus only if the balance is at least $25), or theuser may be restricted to withdrawing funds only at certain times (e.g.,only on certain dates, only with a maximum frequency such as once perweek, only a predetermined number of days after the balance has exceeded$10), or the user may be restricted to withdrawing funds only forcertain purposes or payees (e.g., only as payment to certain merchants,only for purchases of certain goods or services, only for purchases madethrough advertisement messages).

In an embodiment, the balance can be reduced other than through paymentsmade to the user or on behalf of the user. For example, the balance maybe reduced according to a schedule (after two months of inactivity, thebalance is reduced by a predetermined amount every month).

In an embodiment, a user interface (e.g., displayed via an email device)permits the user to manage the payment options described herein. In anembodiment, the user may specify that certain payment options occurautomatically. For example, the user may specify that every time thebalance of his account is at least $25, a check in the amount of $25 isto be sent. The system server, upon receiving from the user interfacesuch a specification, could monitor the balance and direct that such acheck be sent to the user when the appropriate balance is attained.

In an embodiment, the system server may make payments from a particularuser's account, or can provide another device with information thatpermits the other device to make payments from a particular user'saccount. The system server may utilize this capability by providingusers with the ability to readily make purchases via advertisementmessages. For example, the system server may insert a hyperlink in anemail advertisement, and when the hyperlink is clicked, the code for thehyperlink directs a device (e.g., the system server, a web server) totake payment (e.g., for a good the user wants to purchase) from theaccount.

6. Advertisers and Advertisements 6.1 Entering and TargetingAdvertisements

As described above, the system server may receive, from a plurality ofadvertiser devices, a plurality of advertisements. The advertisementscan be conveyed to the system server in any form, such as a computerfile formatted according to a standard that defines the advertisement'scontent, desired destination (e.g., as defined by one or more personalinformation values), prices and other characteristics. The system serverthen can employ the received advertisements in advertisement messagessent to users, even without making the information, e.g., the personalinformation values of the users, available to the plurality ofadvertiser devices.

The advertiser device can permit entry of an advertisement. For example,the advertiser device may generate a user interface (e.g., by runningsoftware on the advertiser device, by running a browser that accessesdata from the system server, so that the system server instructs thebrowser to generate the user interface).

In an embodiment, the user interface displays an input control thatpermits entry of at least one advertisement, at least one correspondingpersonal information value for each advertisement, and a correspondingprice for each advertisement. For example, the user interface can permitentry of one or more advertisements (including for each advertisementthe graphics, text and other data defining its appearance or othercharacteristics).

The user interface can permit, for each advertisement or for alladvertisements, entry of one or more personal information values (e.g.,the value “12345” for the ‘zip code’ type of personal information andthe value “between 25 and 34” for the ‘age’ personal information type).In an embodiment these personal information values define thedestination of the advertisement message. For example, the system servermay send (or have sent) the advertisement in an advertisement message tothose users who have personal information values that match all thosepersonal information values of the advertisement (e.g., users who havereleased the value “12345” for their ‘zip code’ type of personalinformation and have released the value “between 25 and 34” for the‘age’ personal information type). In other words, in this example, allof the plurality of personal information values of the advertisementmatch personal information values of the users receiving theadvertisement. In another embodiment, merely one or more of theplurality of personal information values of the advertisement matchpersonal information values of the users receiving the advertisement.For example, for an advertisement with the value “12345” for the ‘zipcode’ type of personal information and the value “between 25 and 34” forthe ‘age’ personal information type, the advertisement may be sent to auser who has released either the value “12345” for their ‘zip code’ typeof personal information or has released the value “between 25 and 34”for the ‘age’ personal information type, though not necessarily both.

In an embodiment, the destination of the advertisement message isdefined by a combination of the personal information values of anadvertisement and other information provided to the system server. Forexample, in an embodiment, the destination of the advertisement messageis defined by a combination of the personal information values of anadvertisement and the user's interest in a good. In such an embodiment,the user may be permitted to specify interest in purchasing a particulargood (e.g., an airline ticket to California, a four door economy car) ora particular category of good (e.g., a vacation package, a car). Theuser may specify such interest using the user interface that alsopermits entry of personal information values. The user may specify suchinterest by entering data via a user interface of another device, or viaanother user interface of the same device. The user may specify hisinterest by entering text (e.g., text which describes a particular goodthe user has an interest in purchasing). The user may specify hisinterest by selecting from a list (e.g., of goods and categories ofgoods) provided to him via the user interface. Items in such a list maybe generated by the system server, and may have been received fromadvertisers or other entities.

In an embodiment in which the destination of the advertisement messageis defined by a combination of the personal information values of anadvertisement and the user's interest in a good, an advertiser mayspecify (e.g., using the user interface of the advertiser device) thatan advertisement is to be sent to users that have an interest in aparticular good and that have certain personal information values. Forexample, an advertiser may specify that a particular advertisement for aparticular make and model of car is provided to users that havespecified an interest in purchasing a car and have a value “over$100,000” for the personal information type “annual income”.

Some types of personal information (e.g., name, social security number)relate to the identity of the user. In an embodiment, the user mayrelease personal information values (typically in exchange for asufficient price to be paid) sufficient to allow himself to beidentified, and the user thereby permits advertisers to targetadvertisements to him (as opposed to targeting advertisements to anyusers with particular personal information values). In an embodiment,the user interface of the advertiser device provides a list of suchidentifiable users (e.g., by name and address, by anonymous identifier),and for each such user provides the personal information values andrequired price to target advertisements to such user. In an embodiment,the user interface of the advertiser device does not provide theadvertiser with personal information values relate to the identity ofthe user unless the advertiser first pays (e.g., pays the user a pricespecified by the user, pays another entity a fee).

The user interface can permit, for each advertisement or for alladvertisements, entry of at least one price for the advertisement. Forexample, the user interface can permit entry of a price that theadvertiser will pay for each advertisement message having theadvertisement that is received by a user matching the desired criteria(e.g., users having values that match the personal information valuesentered). The user interface can permit entry of a price that theadvertiser will pay for each advertisement message having theadvertisement that is opened by a user matching the desired criteria(e.g., users having values that match the personal information valuesentered). Other prices in exchange for other actions can be entered invarious embodiments.

In an embodiment, the user interface displays an input control thatpermits transmission, by the advertiser device, of a command to send. Inan embodiment where the user interface is generated by the system server(e.g., a user interface via a browser on the advertiser device), such acommand directs the advertiser device to send to the system server theadvertisements, values and prices from the advertiser device. In anembodiment where the user interface is generated by the system server(e.g., a user interface via a browser on the advertiser device), such acommand, when received by the system server, directs the system serverto receive the advertisements, values and prices from the advertiserdevice.

In an embodiment, the advertiser device can display prices of interestto the advertiser. For example, the advertiser device can display thecurrent or past prices that other advertisers pay for targeting certaintypes of users.

In an embodiment, a user interface used by an advertiser device candisplay prices (e.g., prevailing prices paid by other advertisers orwilling to be paid by other advertisers) for various sets of personalinformation values. The user interface can permit entry of one or morepersonal information values, and the user interface then displays (orotherwise outputs) the corresponding prices.

In an embodiment, the system server determines such prices bydetermining a subset of the advertisements (e.g., a subset of theadvertisements entered by all advertisers) that match a set of personalinformation values (e.g., the personal information values received froma particular advertiser device). The system server determines thecorresponding prices of the second subset of the advertisements, andalso determines the highest price of these corresponding prices. Thesystem server outputs (e.g., displays) highest price via the advertiserdevice, along with the set of personal information values.

6.2 Advertiser Campaigns

Advertisers can employ advertisement messages in furthering any of avariety of goals, and the user interface of the advertiser device canorganize information and functionality tailored to such goals. In anembodiment, the advertiser can select a particular goal and the userinterface of the advertiser device is configured to organize informationand functionality tailored to that goal.

For example, one possible goal of an advertiser is to generate and/orascertain awareness (e.g., awareness of a brand, awareness of a good).Accordingly, the user interface of the advertiser device may display,for a particular email advertisement or group of email advertisements,the number of users who opened such email advertisements. Also, the userinterface may permit such users who opened such email advertisements tobe saved, counted, named and designated as a group (e.g., to receiveadditional email advertisements).

Where the goal of an advertiser is to generate and/or ascertainawareness of a good (e.g., a particular medical product, a particularmovie, services of a particular company), the user interface of theadvertiser device may facilitate providing the user with a good(possibly but not necessarily the particular good in question). Forexample, where the particular good is a movie, the user interface mayfacilitate providing videos of one or more movie previews to the user(e.g., via a video embedded in an advertisement email, via a link in anadvertisement email that, when clicked, directs the web browser toaccess a web site that displays the movie preview). The user interfacemay permit each of various groups of users (e.g., users who received butdidn't open such email advertisements, users who opened such emailadvertisements but didn't view the video, users who viewed the video) tobe saved, counted, named and designated as a group. As another example,the advertiser device may facilitate providing the user with a freesample of a good. Where the free sample can be delivered electronically(e.g., software used on trial for a limited time) the email device maybe provided with the free sample, e.g., via a web browser or othermanner of accessing a network to receive the free sample. Where the freesample is to be delivered by post (e.g., to the user's residence) theuser interface may permit each of various groups of users (e.g., userswho received but didn't open such email advertisements, users who openedsuch email advertisements but didn't request a free sample, users whorequested a free sample, users who requested a free sample and thenpurchased the good) to be saved, counted, named and designated as agroup.

Where the goal of an advertiser is to generate and/or ascertainawareness of a good or brand, users may be grouped according to theusers' exposure (to a particular brand or good). Accordingly, the userinterface of the advertiser device may facilitate grouping such users.For example, the user interface may permit the entry of various criteriafor assigning users to groups (e.g., by designating as a group all userswho have opened at least three of ten particular email advertisements,by designating as a group all users who have opened the same number often particular email advertisements). The user interface may permit suchgroups to be processed. For example, particular email advertisements canbe sent to users in a particular group, and/or users in a particulargroup can be prompted to (e.g., asked to, offered payment to) indicatepreferences (e.g., brand preferences) or intentions (e.g., intentions topurchase particular products).

6.3 Other Advertiser Options

The user interface of the advertiser device can permit entry of variouscriteria for advertisements. One criterion for advertisements is how theadvertisements are displayed to users. For example, the user interfacecan permit entry of display options for the advertisement. Theadvertiser may have to pay an additional amount for certain options(e.g., pay a fixed price, pay a price that exceeds the bid prices ofother advertisers) and such price can be displayed to the advertiser.

For example, a display option is that an advertisement message is to bedisplayed at the top of the user's inbox or otherwise is to be displayedto the user in a manner that distinguishes the advertisement from otheradvertisement messages (e.g., in a different color font). Anotherdisplay option is that an advertisement message is to be displayed tothe user (e.g., appear in an inbox of the user) based on certain emailactivity of the user (e.g., when the user has launched his emailapplication, when the user is actively reading email, when the user isactively opening email advertisements, when the user is reading emailfor the first time ever or for the first time today). Another displayoption is that the advertisement message is received by the user beforeother advertisement messages are received by the user. For example, anadvertiser can pay so that its advertisement message is received byusers one day before those users receive any other advertisementmessages (or any advertisement messages of a particular type), whichtends to assure that the advertisement message will be more prominentand more likely to be considered, opened, etc. As another example, anadvertiser can pay so that its advertisement message is the firstadvertisement message (or the first advertisement message of aparticular type) that the users receive in a day.

In other embodiments, display options can be of any nature even if notcommonly found in email programs or other message programs. For example,another display option would be to display an advertisement in a pop upwindow with interesting graphics, to play an audio file with theadvertisement, to display the advertisement when certain activities onthe message device occur (e.g., when a web browser accesses a particularweb site).

6.4 Types of Advertisements

An advertisement may be completely specified by the advertiser. Forexample, the appearance of an advertisement may be completely definedby, e.g., text and graphics specified by the advertiser.

In an embodiment, the user interface of an advertiser device permitsentry of an advertisement that includes variable portions subject tomodification, e.g., by the system server. For example, the advertisementcan include portions that are modified by data that is available as ofthe time the advertisement message is sent or is opened. Such anadvertisement message may include, e.g., the current date, the currentweather in a particular area, text or images currently on a particularweb site, or something based on the personal information values of theuser. Such an advertisement message may include any information that isupdated as desired by the advertiser (e.g., to include the latesttextual message the advertiser desires to send to users).

In an embodiment, a sequence of related advertisements can be directedto a user. For example, an advertiser can choose to send a sequence ofrelated advertisement messages over time, such that a user experiencesthe advertisement messages in the sequence defined by the advertiser.Such advertisements can have a temporal feature, such that oneadvertisement naturally should be viewed after another advertisement.

The system server may determine which advertisements in such sequencehave already been opened or otherwise viewed by the user, and thus thesystem server may determine which is the next advertisement to have thatuser view. Such advertisements that occur in a sequence can behighlighted to the user in some manner (e.g., displayed in the inbox ina different font), so the user knows the next installment in thesequence is available for viewing. The advertisements can be opened anddisplayed in the desired sequence regardless of the order in whichparticular advertisement messages are opened. For example, each of theadvertisement messages may simply indicate the sequence and the nextadvertisement in the sequence the user has not viewed can be shown,regardless of which exactly advertisement message is opened.

A sequence of related advertisements can be based on the advertisementsor sequence of advertisements of other advertisers. For example, asequence of related advertisements from a first advertiser can be sentto a user.

The embodiments described herein as applicable to advertisements andmessages that include advertisements may also be employed withcommunications that might not be considered advertisements, and may besent on behalf of entities that might not be considered to be“advertisers”. For example, instead of (or in addition to) anadvertisement, a message employed in the embodiments described hereinmay include a press release, news item, public service announcement,review, opinion, sales promotion such as a coupon, survey, and/orinvitation (e.g., to an event, to request further information, torequest a phone call or other communication).

In an embodiment, the system server includes in a message some or all ofthe content of a web site. For example, the system server may include ina message some text and/or images from a web site at a particular URL.Where the web site (e.g., a blog) is frequently updated, or where usersmay be interested in knowing when the web site has been updated, the newcontent (e.g., the text of the latest entry of a blog) can be providedin a message. Thus, for example, the owner of a blog can pay users toread the latest blog entries.

The system server (or another device) can obtain some or all of thecontent of a web site and include that content in a message. In anembodiment, the system server (or another device) can obtain suchcontent by accessing the web site and copying (also known as “scraping”)the content from the web site. In an embodiment, the system server (oranother device) can receive such content from a device that generatescontent for the web site. For example, a software application that isused to author a blog or other web site can upload new content to theweb site and also to the system server. In an embodiment, the systemserver (or another device) can receive such content via an RSS feed orother feed the web site employs to indicate that updates are available.As another example, a server that receives web site updates (e.g.,updates to the Twitter web site) from a cell phone or other device cangenerate and upload new content to the web site and also to the systemserver.

6.5 Rating Advertisements

In an embodiment, a user can rate an advertisement (e.g., via a userinterface on the user's message device), and the ratings of users areavailable to other users (e.g., other users who have received or openedsuch an advertisement) and to advertisers (e.g., the advertiser fromwhich the advertisement originated).

In an embodiment, the ratings of a first advertisement by a plurality ofusers (e.g., by all users who have rated the first advertisement) arereceived by the system server and the system server makes the ratings(or a synopsis of the ratings such as the average of all ratings)available to users who subsequently receive the advertisement. Therating of an advertisement may be displayed alongside the advertisementmessage when it is opened and/or when it is received.

In an embodiment, with each advertisement message that is opened by auser, the message device permits entry of a rating for thatadvertisement. In an embodiment, each rating of a plurality ofadvertisement messages is selected from the same set of choices (e.g.,the set of one star, two stars, and three stars).

6.6 Management by Advertisers

For each advertisement entered by the advertiser, the user interface ofthe advertiser device can permit the display of various performancemeasurements (which may be calculated by the system server or by anotherdevice). For example, for each advertisement, the user interface candisplay:

-   -   The number of users who received the advertisement message;    -   The percentage of all users in the target (e.g., the target        defined by the corresponding personal information values entered        by the advertiser) who received the advertisement message;    -   The number and/or percentage of all users in the target who        opened the advertisement message;    -   The number and/or percentage of users who received the        advertisement message that also opened it;    -   The number and/or percentage of users who received the        advertisement message but did not open it;    -   The average time (or other synopsis of the times) between a user        receiving and the user opening the advertisement message;    -   The number of times a user re-opens the advertisement message;    -   The number and/or percentage of users who opened the        advertisement message but did not click on a hyperlink or other        control in the advertisement message;    -   The number and/or percentage of users who clicked on a hyperlink        or other control in the advertisement message;    -   The amount paid (e.g., for all instances of the advertisement,        for instances during a particular period of time, to users        having certain characteristics);

For such performance measurements, the user interface can also displaythe corresponding performance measurement of other advertisements, ofall advertisements of the advertiser or all advertisements of alladvertisers. For example, the user interface can display, for anadvertiser's advertisement, (1) the percentage of users in the targetwho opened the advertisement message, and (2) the percentage of allusers in that target who opened all advertisement messages targeted atthat target. As another example, the user interface can display, for anadvertiser's advertisement, (1) the average time between a userreceiving and the user opening the advertisement message, and (2) theaverage time between a user receiving and the user opening alladvertisement messages.

The user interface can display performance measurements for anadvertisement or plurality of advertisements with respect to differentgroups of users. For example, the user interface may display the numberof users in each of the following groups who received the advertisementmessage: users under the age of 35, users age 35 to 55, users over theage of 55, users for whom the age is not known.

Such groups of users may be defined by any criteria desirable, such asby personal information of the users or by past interaction between theuser and the advertiser (e.g., via advertisement messages).

In an embodiment, as described above, individual users may beidentifiable (e.g., by name and address, by anonymous identifier), andthe user interface can display performance measurements for anadvertisement or plurality of advertisements with respect to individualusers.

With respect to an advertisement (or a plurality of advertisements), theuser interface can display information regarding the users' activities(e.g., Web usage activity, email activity, purchase activity) or changesin the users' activities that occur after the users open emailadvertisements. In an embodiment, the user interface can display whetherusers access a web browser, or access a particular web site, afteropening a particular email advertisement, and if so, how much timeelapsed between receiving/opening the email advertisement and the user'sactivity or change in activity. In an embodiment, the user interface candisplay which other advertisement messages users have opened (e.g.,advertisement messages for certain goods, advertisement messages ofcompetitors).

Similarly, with respect to an advertisement or a plurality ofadvertisements, the user interface can display information regardingchanges to the users' personal information values that occur after theusers open email advertisements. For example, after receiving (oropening) a particular advertisement email, a user may withdraw somepersonal information values, may add personal information values, or mayblock further messages from particular advertisers or particular typesof advertisements. In an embodiment, with respect to a particularadvertisement, the user interface can display which changes users madeafter receiving or opening the advertisement emails (e.g., how manyusers withdrew personal information values, added personal informationvalues, blocked further messages, made no change) The user interface mayalso display how much time elapsed between receiving/opening the emailadvertisement and the change.

7. Email Interface

In an embodiment, an email account is accessed via a user interface thatpermits management of various aspects of email messages. For example,the user interface can have all email advertisements (or certain selectemail advertisements) be put in an inbox that is different than theinbox that receives other email directed to the email account. In anembodiment, the email advertisements may be addressed to the same emailaddress as other emails directed to the email account, but the userinterface nevertheless directs them to a separate inbox. In anembodiment, the email advertisements may be addressed to a differentemail address than another email address (e.g., for email messages thatare not email advertisements) directed to the email account, but theuser interface permits emails directed to both addresses to be displayed(e.g., in the same inbox or in different inboxes).

The user interface can permit the email advertisements to be sorted anddisplayed (e.g., in sorted order in the inbox) based on, e.g., theirvalues received by the user, their values receivable but not yetreceived by the user, their ratings by the user, their ratings by allusers, the personal information value that caused the emailadvertisement to be directed to the user. The user interface can alsodisplay, for each email in the inbox, data such as the data used insorting the email advertisements.

In an embodiment where email advertisements are shown in the same inboxas other email messages, the email advertisements can be selectivelyhidden or shown as commanded by the user.

In an embodiment, the user interface of the email device (or anotherdevice such as the system server or the email system running the emailaccount) does not permit all email addresses that are sent to the emailaccount to be received (or if received does not permit them to bedisplayed to the user) by the email account. For example, in anembodiment only email messages from certain sources (e.g., an approvedlist of senders, such as all from within a company's email domain) arepermitted, or only email messages not from certain sources (e.g., on ablocked list or spam list) are permitted.

In an embodiment, if an email message that is not permitted is sent,then the email system (or another device such as the system server)sends, to the sender of the unpermitted email, an email message thatincludes instructions for how to become permitted to send email messagesto the user. For example, the instructions may include instructions onbecoming an advertiser or otherwise paying for an email message to besent to the user. The instructions may include a web site that thesender must use in order to register or otherwise to become authorizedto send email to the user. The email message sent to the sender (or asubsequent message) may also include a code, so that the sender canresend the original (blocked) email message with the code, therebyidentifying the email as previously blocked but no longer. In anembodiment, such a code (or another code) may also be used via a website that the sender must use in order to register or otherwise tobecome authorized to send email to the user.

The instructions and criteria for permitting email to be sent may bedefined or selected by the user. For example, the user may, via the userinterface of his email device, specify an amount (e.g., $1) that such asender must pay. Senders who are not permitted are then informed thatthey must pay $1 for an email to be sent to the user. The system servermay then permit the sender to become an advertiser or otherwise cancharge the sender $1 for sending an email message to the user, and thesystem server may increase the balance of the user's account by $1 (or alower amount, e.g., if a fee is charged to the user).

In an embodiment, if an email message that is not permitted is sent,then the email system (or another device such as the system server)notifies the user of such email and/or permits the user to view theemail (or portions thereof). The user may decide to permit emails fromthat sender to be received (e.g., one time only, a predetermined numberof times, until the sender is subsequently blocked). The user may alsoindicate that the sender is “provisionally accepted” and the sender willcontinue to be sent an email message that includes instructions for howto become permitted to send email messages to the user.

What is claimed is:
 1. A method performed by a computing device, themethod comprising: receiving, by the computing device from a pluralityof advertiser devices, a plurality of advertisements, for eachadvertisement, at least one corresponding personal information value,and for each advertisement, a corresponding price; granting, by thecomputing device to a message device, access to a first message account,in which the first message account has a user and has an accountbalance; calculating, by the computing device, for each of a pluralityof personal information types, a corresponding price; instructing, bythe computing device, the message device to display the plurality ofpersonal information types and the corresponding prices; instructing, bythe computing device, the message device to display an input controlthat permits entry of a minimum price, and an input control that permitsentry of a respective personal information value for each of a secondplurality of personal information types; receiving, by the computingdevice from the message device, a first set of personal informationvalues of the user; receiving, by the computing device from the messagedevice, a minimum price; determining, by the computing device, a firstsubset of the advertisements that match the first set of personalinformation values, without making the first set of personal informationvalues available to any of the plurality of advertiser devices, in whicheach advertisement of the first subset matches at least one of the firstset of personal information values, and each advertisement of the firstsubset has a corresponding price which is not less than the minimumprice; sending, by the computing device to the first message account, aplurality of messages, in which each message includes a respectiveadvertisement of the subset of advertisements; receiving, by thecomputing device from the message device, at least one rating of atleast one advertisement of the subset of advertisements; determining, bythe computing device, an amount to pay the user based on the pricescorresponding to the subset of advertisements; increasing, by thecomputing device, the account balance by the amount to pay the user;instructing, by the computing device, the message device to display alist of personal information values that have been made available to thecomputing device; after sending the plurality of messages, receiving, bythe computing device, a command to withdraw at least one personalinformation value of the first set of personal information values;rendering the at least one personal information value inaccessible tothe computing device; determining, by the computing device, a secondsubset of the advertisements that match a second set of personalinformation values, in which the second set of personal informationvalues includes each of the first set of personal information valuesexcept for the at least one personal information value, whereby thesecond set of personal information values does not include the at leastone personal information value; and sending, by the computing device tothe first message account, a plurality of messages, in which eachmessage includes an advertisement of the second subset ofadvertisements.
 2. A method performed by a computing device, the methodcomprising: receiving, by the computing device from a plurality ofadvertiser devices, a plurality of advertisements, for eachadvertisement, at least one corresponding personal information value,and for each advertisement, a corresponding price; granting, by thecomputing device to a message device, access to a first message account,in which the first message account has a user; calculating, by thecomputing device, for each of a plurality of personal information types,a corresponding price; instructing, by the computing device, the messagedevice to display the plurality of personal information types and thecorresponding prices; receiving, by the computing device from themessage device, a first set of personal information values of the user;determining, by the computing device, a first subset of theadvertisements that match the first set of personal information values,without making the first set of personal information values available toany of the plurality of advertiser devices, in which each advertisementof the first subset matches at least one of the first set of personalinformation values, and sending, by the computing device to the firstmessage account, a plurality of messages, in which each message includesa respective advertisement of the subset of advertisements; receiving,by the computing device from the message device, at least one rating ofat least one advertisement of the subset of advertisements; instructing,by the computing device, the message device to display a list ofpersonal information values that have been made available to thecomputing device; after sending the plurality of messages, receiving, bythe computing device, a command to withdraw at least one personalinformation value of the first set of personal information values;rendering the at least one personal information value inaccessible tothe computing device; determining, by the computing device, a secondsubset of the advertisements that match a second set of personalinformation values, in which the second set of personal informationvalues includes each of the first set of personal information valuesexcept for the at least one personal information value, whereby thesecond set of personal information values does not include the at leastone personal information value; and sending, by the computing device tothe first message account, a plurality of messages, in which eachmessage includes an advertisement of the second subset ofadvertisements.
 3. The method of claim 2, in which rendering the atleast one personal information value inaccessible to the computingdevice comprises: preventing the computing device from interpreting theat least one personal information value.
 4. The method of claim 2, inwhich rendering the at least one personal information value inaccessibleto the computing device comprises: removing the at least one personalinformation value from a database of the computing device.
 5. The methodof claim 2, in which the step of receiving from a plurality ofadvertiser devices comprises: receiving, for each advertisement, acorresponding price to pay for sending the advertisement to the desireddestination and a corresponding price to pay for opening theadvertisement.
 6. The method of claim 2, in which calculating, for eachof a plurality of personal information types, a corresponding pricecomprises: for each of the plurality of personal information types,determining a second subset of advertisements, in which eachadvertisement of the second subset has a corresponding personalinformation value that matches the personal information type, for eachof the second subset of advertisements, determining the respective pricecorresponding to the advertisement; and calculating the correspondingprice of the personal information type based on the respective prices ofthe second subset of advertisements.
 7. The method of claim 2, in whichcalculating the corresponding price of the personal information typebased on the respective prices of the second subset of advertisementscomprises: calculating the corresponding price of the personalinformation type based on a predetermined number of the greatest pricesof the respective prices of the second subset of advertisements.
 8. Themethod of claim 2, in which calculating, for each of a plurality ofpersonal information types, a corresponding price comprises: for each ofthe plurality of personal information types, determining the personalinformation value of the user that corresponds to the personalinformation type, determining a second subset of advertisements, inwhich each advertisement of the second subset has a correspondingpersonal information value that matches the personal information valueof the user, for each of the second subset of advertisements,determining the respective price corresponding to the advertisement; andcalculating the corresponding price of the personal information typebased on the respective prices of the second subset of advertisements.9. The method of claim 8, in which calculating the corresponding priceof the personal information type based on the respective prices of thesecond subset of advertisements comprises: calculating the correspondingprice of the personal information type based on a predetermined numberof the greatest prices of the respective prices of the second subset ofadvertisements.
 10. The method of claim 2, further comprising:receiving, from the message device, a second set of personal informationvalues of the user, in which the second set of personal informationvalues includes the first set of personal information values, and atleast one personal information value that is not included in the firstset of personal information values; and receiving, from the messagedevice, a release request for each of the first set of personalinformation values but not for the at least one personal informationvalue that is not included in the first set of personal informationvalues.
 11. The method of claim 2, in which receiving, from the messagedevice, a first set of personal information values of the usercomprises: receiving, from the message device, a first set of messageactivity values of the user; and in which determining a first subset ofthe advertisements that match the first set of personal informationvalues comprises: determining a first subset of the advertisements thatmatch the first set of message activity values.
 12. The method of claim2, in which the message device comprises a smart phone.
 13. The methodof claim 2, further comprising instructing at least one advertiserdevice of the plurality of advertiser devices to display: an inputcontrol that permits entry of a first advertisement, at least onecorresponding personal information value for the first advertisement,and a corresponding price for the first advertisement; and an inputcontrol that permits transmission, by the at least one advertiserdevice, of a command to send; and receiving, from the at least oneadvertiser device, the command to send.
 14. The method of claim 13, inwhich the step of receiving from the plurality of advertiser devicescomprises: receiving, from the at least one advertiser device, the firstadvertisement, the at least one corresponding personal information valuefor the first advertisement, and the corresponding price for the firstadvertisement.
 15. The method of claim 13, further comprising:determining a second subset of the advertisements that match a secondset of personal information values; determining the corresponding pricesof the second subset of the advertisements; determining the highestprice of the corresponding prices of the second subset of theadvertisements; and instructing the at least one advertiser device todisplay: the second set of personal information values, and for each ofthe second set of personal information values, a highest price for thesecond set of personal information values.
 16. The method of claim 2,further comprising instructing the message device to display: an inputcontrol that permits entry of a minimum price; and in which determininga first subset of the advertisements comprises: determining a firstsubset of the advertisements, in which each advertisement of the firstsubset matches at least one of the first set of personal informationvalues, and each advertisement of the first subset has a correspondingprice which is not less than the minimum price.
 17. The method of claim2, further comprising instructing the message device to output anindication of, for each of a plurality of types of personal information,whether a corresponding personal information value has been released.18. The method of claim 2, further comprising: receiving a command towithdraw at least one personal information value of the first set ofpersonal information values; determining a second subset of theadvertisements that match a second set of personal information values,in which the second set of personal information values includes each ofthe first set of personal information values except for the at least onepersonal information value, whereby the second set of personalinformation values does not include the at least one personalinformation value; and sending, to the first message account, aplurality of messages, in which each message includes an advertisementof the second subset of advertisements.
 19. The method of claim 2,further comprising sending, by the computing device to the first messageaccount, an average of ratings received for at least one advertisementof the subset of advertisements.
 20. A method performed by a server of aweb site, the method comprising: receiving, by the server of the website from a plurality of advertiser devices, a plurality ofadvertisements, for each advertisement, at least one correspondingpersonal information value, and for each advertisement, a correspondingprice; granting, by the server of the web site to a message device,access to a first message account, in which the first message accounthas a user; calculating, by the server of the web site, for each of aplurality of personal information types, a corresponding price;instructing, by the server of the web site, the message device todisplay the plurality of personal information types and thecorresponding prices; receiving, by the server of the web site from themessage device, a first set of personal information values of the user;determining, by the server of the web site, a first subset of theadvertisements that match the first set of personal information values,without making the first set of personal information values available toany of the plurality of advertiser devices, in which each advertisementof the first subset matches at least one of the first set of personalinformation values, and sending, by the server of the web site to thefirst message account, a plurality of messages, in which each messageincludes a respective advertisement of the subset of advertisements;receiving, by the computing device from the message device, at least onerating of at least one advertisement of the subset of advertisements;instructing, by the server of the web site, the message device to outputan indication of, for each of a plurality of types of personalinformation, whether a corresponding personal information value has beenreleased; after sending the plurality of messages, receiving, by theserver of the web site, a command to withdraw at least one personalinformation value of the first set of personal information values;rendering the at least one personal information value inaccessible tothe server of the web site; determining, by the server of the web site,a second subset of the advertisements that match a second set ofpersonal information values, in which the second set of personalinformation values includes each of the first set of personalinformation values except for the at least one personal informationvalue, whereby the second set of personal information values does notinclude the at least one personal information value; and sending, by theserver of the web site to the first message account, a plurality ofmessages, in which each message includes an advertisement of the secondsubset of advertisements.